In the initial weeks, the campaign realized a 12-17% sales lift. The best performing segment over the course of the campaign was the grocery retailer’s prior high-selling stores, which demonstrated 11% sales lift. Medium and lower-selling stores saw single-digit increases.
A neighborhood profile of high sales lift stores identified top responders as younger adult households, households with children, past purchasers of the featured or a competing brand, and consumers who buy related meats and sauces for outdoor grilling.
Since the creative was not retail-specific, we measured the sales impact across the remaining retail outlets as well, which revealed an additional $136K in incremental sales. This led the campaign to achieve a return on advertising spend (ROAS) of $2.50 for every $1 spent on advertising.
The brand used a combination of interest and purchase data to activate optimal consumers to purchase, garnering strong sales performance at a key national grocery retailer. To increase future campaign performance, we recommend focusing the advertising on high- and medium-selling stores to improve overall sales performance and return, as these segments had both strong lift and higher sales volume.