CPG/Pet Industry Multi-Channel Digital /Retargeting via Ad Display Case Study Take 5 Media Group. All rights reserved.

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Ambrose McDowell
6 years ago
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1 CPG/Pet Industry Multi-Channel Digital /Retargeting via Ad Display Case Study

2 Campaign Scope Brand Nylabone Scope of Work To create an omnichannel digital media campaign to promote Nylabone dog treat brand at regional Walmart and Costco retail locations. To promote special in store coupons and attain coupon views directly from digital and retargeting digital channels from leveraged Take 5 Media Group pet owners database. Strategy A Lifestyle Target Top Shopper data of Dog Owners who are also frequent shoppers at Walmart and Costco in regional locations. Strategy B Volume 16 Million sends 2.5 Million retargeted ad display impressions Campaign Dates April & May 2016 Targeted Deployments Multiple deployments of targeted to Walmart and Costco frequent shoppers with dog owner filters applied followed by retargeting via premium ad display network to responders of deployments.. Retargeting Ad Display Responders of deployments were retargeted via premium ad display banner campaigns for 30 days creating a multichannel digital approach. Campaign Purpose: To drive awareness of Nylabone special offers and coupons at Walmart and Cosco locations. 02

3 Walmart A - Scope & Results Volume 3,956, ,904 Defintitions Volume: s deployed Total Opens: Total s opened Open %: Total opens divided by volume OPENS % OPEN % 7.99 % Total Clicks: Total number of clicks 55,355 Click %: volume Click-Thru Rate (CTR): total opens OPEN RATE % CLICKS CLICK % CTR 6% 1.40 % INDUSTRY STANDARD 03

4 Walmart B - Scope & Results Volume 3,956, ,718 Defintitions Volume: s deployed OPEN RATE % OPENS Total Opens: Total s opened Open %: Total opens divided by volume Total Clicks: Total number of clicks OPEN % % 48,229 Click %: volume Click-Thru Rate (CTR): total opens 9.26 % CLICKS CLICK % CTR 6% 1.22 % INDUSTRY STANDARD 04

5 Campaign Strategy Deployed A). 3,956,291 B). 3,956,291 Campaign Name Nylabone Dog Chews Mission To create branding and awareness of Nylabone special offers to dog owners that frequently shop at Walmart and Costco locations nationwide. Overview National Pet Brand s goal is to drive awareness of coupons and special offers at both Walmart and Costco locations lifting retail sales and increasing market share. *please note that the image above is a "representation" of the creative that was delivered during the campaign and may appear differently. 05

6 Walmart - Retargeting Ad Display Ad Display These banner ads were served to responders for 30 days post completion. Target market was frequent Walmart shoppers that are also dog owners. 06

7 Walmart - Retargeting/Ad Display Analytics 07

8 Costco A - Scope & Results Volume 2,940,685 Defintitions 484,261 Volume: s deployed OPEN RATE % OPENS Total Opens: Total s opened Open %: Total opens divided by volume Total Clicks: Total number of clicks OPEN % % 46,362 Click %: volume Click-Thru Rate (CTR): total opens 9.57% CLICKS CLICK % CTR 6% 1.58 % 08

9 Costco B - Scope & Results Volume 2,941,839 Defintitions 505,079 Volume: s deployed OPEN RATE % OPENS Total Opens: Total s opened Open %: Total opens divided by volume % Total Clicks: Total number of clicks % 68,771 Click %: volume Click-Thru Rate (CTR): total opens OPEN % CLICKS CLICK % CTR 6% 2.37 % INDUSTRY STANDARD 09

10 Campaign Strategy Deployed A). 2,940,685 B). 2,941,839 Campaign Name Central Garden and Pet Mission To create branding and awareness of Nylabone special offers to dog owners that frequently shop at Walmart and Costco locations nationwide. Overview National Pet Brand s goal is to drive awareness of coupons and special offers at both Walmart and Costco locations lifting retail sales and increasing market share. *please note that the image above is a "representation" of the creative that was delivered during the campaign and may appear differently. 10

11 Campaign Results Campaign Results Overall the campaign produced well over 300,000 unique new visitors to coupon pages and resulted in conversion and coupon redemption rates that have met and exceeded client expectations. Resulting sales figures for Nylabone product lines have seen corresponding increases at Walmart and Costco locations. Next Steps Continuation of campaign strategy is planned to scale additional self-reported and transactional pet owner data nationwide along with expansion to other pet-related product lines. 11

12 2016 Digital Multi-Touch State Tourism Case Study Disclaimer Because of non-disclosure policies between Take 5 Media Group LLC and its clients, Take 5 has, in many cases, intentionally omitted actual corporate or trade names of its clients in its case studies. Further, Take 5 Media Group does not endorse any manufacturer, vendor, product or service represented in its case studies, and does not advise end users to select the vendors showcased in its various marketing campaigns. Take 5 disclaims all warranties or claims, expressed or implied, with respect to products, goods or services, including any warranties of merchantability or ﬁtness for a particular purpose offered by the vendor. 12

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