The CPG Digital Solution

To reduce ad waste on conventional shoppers that were likely never to try a “grain-free”snack. We built several custom conventional shopper audience’s using UPC level data that met the following criteria:

• ‍Direct Competitors: Households that have bought UPCs from our client’s top 30 direct competitors.
• Market Basket: Households that bought other grain-free products that were considered high-value indicators they would be in the market.
• Naturally App Savvy: Households that shop online at natural food retailers and have delivery apps downloaded (Instacart, Shipt, Prime Fresh, Postmates, etc.)

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By targeting cohorts of customers that frequent conventional retail locations but also have shown positive purchase history for our clients competing brands, we were able to reach a highly engaged audience of potential first adopters.

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The Results

This strategy proved sound resulting in big wins both online and in-store.

Online, cost per website visit to the direct site was $8.30. 3rd party sites such as amazon were not included in our tracking. Traffic that was exposed to CPG Digital delivered ads showed a 4x higher conversion rate compared to traffic that was not exposed at any point in the sales funnel.

In retail, we measured over 1MM+ retail arrivals after ad exposure with a very effective $0.29 cost per arrival. Resulting in an overall Omnichannel CPA of $2.52.