Use Paid Digital Media to Maximize In-Store Purchases for CPG Brand

True Media Canada worked with a national consumer packaged goods (CPG) brand to help them meet their holiday goal to maximize in-store purchases across Canadian markets and prove a positive correlation between paid digital media and in-store purchases at the retail stores selling their products.

While the brand has an e-commerce offering, shipping costs for consumers often outweigh the price of one product. Therefore, retailer purchases drive the main portion of revenue. Maximizing on in-store purchases is a conundrum many CPG brands face and we needed to prove success of digital media efforts despite the inability of attribution to brick and mortar retailers to be directly linked in DSPs.

COST-PER-STORE VISIT $0.25

Target

• Millennial moms and college consumers doing holiday shopping

Strategy

• Drive in-store traffic using display and video campaigns with store-branded creative

• Utilize holiday shopping audiences to maximize on the time of year and custom, location and behavioural audiences to target high-intent visitors

• Increase campaign, increase performance and bid factor top performing retail locations with more store-branded creative

• Prove positive correlation by conducting a foot traffic study to track users in the audiences that saw the ads and subsequently went into the retail stores

Outcome

• The campaign achieved an overall cost-per-store visit of $.25 across all media among the retailers

• Q4 retail sales reports that showed top revenue numbers were directly tied with efficient cost per visit metrics achieved by paid media

Lift Millennial Sales With Unique Media Partnership and OOH Solution

We worked with a craft brewery to develop a unique media partnership that helped the brand reignite passion and stand out among the onslaught of beer sameness in the Toronto area.

Our audience research showed that 74% of millennials enjoy a subtle, inspiring or creative approach to advertising, spend twice as much as boomers on self-care essentials, feel the beer they drink says a lot about them, and like to experience new tastes.

OOH options were limited in the key target neighborhoods, as outdoor inventory was scarce, booked, or nonexistent and laws prohibited the use of city-owned wall space.

INCREASE IN WEB TRAFFIC 3,254%

Target

• Influential millennial men who live or work in key Toronto neighbourhoods

Strategy

• We got creative and found our Trojan horse into the target areas by forming unique partnerships with local barbershops

• We created ad space where there wasn’t any by painting murals on barbershop storefront windows in our target areas

• Radio reads were used to invite people to attend the live painting that was captured in a time-lapse video and shared across social platforms

• To gain efficient scale, large posters strategically placed at street-level in key areas and inside 25 barbershops close to beer stores and LCBO locations

• Sampling tours were held four Saturdays during the flight, reaching men at barbershops as they freshen up for their night out

Outcome

• Sales for one of the brand’s canned beer products saw a 67% increase while the campaign was in market

• Drove 74% incremental added media value by leveraged OOH to create interesting branded content

• During the campaign, there was a 3,254% increase in new Toronto-based visitors to the brand’s website

• Search interest for the brand heightened during the campaign flight and matched macro competitors