WHY EFFECTIVE / B2C CASE STUDIES
CASE STUDY:
C-STORES ONLY LAUNCH DURING PANDEMIC DROVE SALES +12%
GOAL
Drive measurable trial and coupon redemption Rice Krispies Treats DUNK’d Bars.
CHALLENGES
Small budget
Limited distribution - only in c-stores and limited # accepting coupon
Product placed in new part of the store
During a global pandemic
ACTION
Targeted category buyers and brand buyers who shop at c-store retailers distributing the product, Shortened the path to purchase with quick product education messages and $1 off mobile coupons. Utilized sales lift studies to measure sales results.
SUCCESS
Koupon Media report shows Dunk’d sales +11.6% vs. pre-campaign period.
And sales grew in nearby stores: +1.2% in Walmart, +1.4% in c-stores, +1.6% in grocery
+1.2 to +1.6%
Sales in adjacent stores
+12%
Sales
69%
Lower CPE
CASE STUDY:
ACHIEVED DOUBLE DIGIT SALES GROWTH AND NEARLY DOUBLED BRAND AWARENESS
CHALLENGE
Increase brand awareness, interest and sales of Tejava tea in California. Tejava was a “25 year old startup” with no marketing expertise and no marketing activity. In 5 years they wanted to DOUBLE brand awareness and grow sales and share without any distribution gains or any new products.
ACTION
Targeted buyers of competitor brands. ​Shopper marketing included signage at Albertson's entrances in order to be the last message prior to a shopping trip at Tejava’s #1 retailer. ​Outdoor and GSTV also aimed to be a last message prior to purchase.
Created a multi-media surround sound approach utilizing audio, display, native, CTV as well as Meta and TikTok ads delivered 120MM impressions, 1.6x vs goal.
SUCCESS
Tejava was +7% in unit sales vs. YA. Only Gold Peak was better at +15%. All other were below Tejava and most were down: Arizona +3%, Brisk +0%, Pure Leaf -4%, Snapple -4%, Lipton -10%.
Brand awareness +83%
Revenue +14% (+$1MM) Instacart revenue +161%.
The client renewed the campaign and expanded the budget by 45%
+14%
Revenue
+7%
Unit Sales
+83%
Brand Awareness
CASE STUDY:
PAID MEDIA DROVE V&V SUPREMO SALES +20%
CHALLENGE
General market consumers have a blind spot in their cooking routine.
Increase sales by driving brand awareness and trial of V&V Supremo in 5 key markets among general market female head of household
ACTION
Demonstrate authenticity and versatility using demos from celebrity chefs
Spark interest in authentic Mexican cheese with targeted paid social posts
Tell consumers why to use V&V Supremo with native ads on recipe pages
Motivate purchase with coupon ads on Catalina and News America shelf talkers
​
SUCCESS
Sales increased +20%
+20%
Sales
CASE STUDY:
ACHIEVED 2X ROAS FOR SAVORA WITH ONLY 2% ACV
CHALLENGE
Launch new Savora sous vide meat product during the pandemic
ACTION
Identify and test best options for lower funnel communication and ROI reporting + the next best options
Pivot on distribution gains - Adjust channels and geo-targets
“Pivot on pandemic” - Life @ Home, Restaurant quality @ home
Pivot on performance - Increase top performers, cut weak ones
SUCCESS
FB/IG, Pinterest, YouTube 3-5x more efficient CPE vs goal
AudienceX Click2Cart - achieved goal on cost per add to cart
Instacart, Quotient 2x ROAS goal
1.75x ROAS with only 1.8% ACV!
3-5X
ENGAGEMENTS VS GOAL
2X
ROAS
CASE STUDY:
HYPER-LOCAL PPC CAMPAIGN DROVE 19X ROI FOR CO-WORKING OFFICE CHAIN
GOAL
Drive 15 booked tours per week.
CHALLENGES
Low awareness of Enclave in new markets
INSIGHTS
Competitive membership cost, no annual membership, unique social spaces: lounge, wine lockers
ACTION
Helped client define goals and establish tracking to measure Booked Tour conversion events. Developed a plan to utilize a combination of Google Ads Local and Google Ads Dynamic to scale and maximize conversions. Placements: Google search Google maps
SUCCESS
In one month of a year-long campaign, we generated 2.2k clicks and 132 Lead Form Submissions. Based on Enclave's booked tours conversion rate, the campaign delivered an estimated $132k in revenue and 19x return on ad spend
$135K
REVENUE
19X
ROAS
132
LEADS
CASE STUDY:
SHOPPER DIGITAL PROGRAM EXCEEDED PENETRATION, BUY RATE AND ROI GOALS
CHALLENGE
Near East faced the familiar challenge of many “middle of the store” products, it is ‘pantry-loaded” when on sale and not thought of as a go-to item to complete a quick weekday meal.
ACTION
Develop digital program to exclusively target lapsed brand buyers and category buyers not buying Near East. And also narrowly define geography to a list of stores in the North East
Nielsen Catalina Solutions and MyWebGrocer purchase-based targeting strategies stole share and won back lapsed users.
SUCCESS
Catalina: Dollar sales per HH +8%, purchase intent +140%, ROI +17% and buy rate +75%
MyWebGrocer: +10% sales, +15% purchase penetration, +14% unit sales
The client loved the performance and accountability of the plan and renewed the program at 4x higher investment
+75%
BUY RATE
+15%
PURCHASE INTENT
+14%
SALES
CASE STUDY:
SUCCESSFUL PRODUCT LAUNCH LEAD TO SELL-IN AT 11K STORES AND 9K STARBUCKS LOCATIONS
CHALLENGE
Launch Whole Earth Sweetener Company
ACTION
Led go-to-market strategy from consumer segment definition to coupon download measurement
Used purchase-based targeting to reach natural sugar substitute buyers and make them aware of the new product
Geo-fenced a dynamic list of stores distributing the product, so the brand saw immediate velocity once the product was on shelves
Placed ads next to recipes calling for sugar
SUCCESS
Media support aided sell in to retailers, now totaling 11,000 across North America, including Kroger, HEB, Jewel Osco and online from amazon.com.
Whole Earth is also available in over 9,000 Starbucks locations
9K
STARBUCKS ADDED
11K
STORES ADDED
CASE STUDY:
EQUAL RELAUNCH REVERSED 24 MONTHS OF SALES DECLINE
CHALLENGE
Revitalize the brand that invented the sugar substitute category after 10 years of no brand advertising
ACTION
Grow share among current category users - partner with Catalina Solutions, Mediamath and Valassis to exclusively target sugar substitute purchasers
SUCCESS
Delivered 2x impressions, 4x engagements and 4x website visits vs. goal. Cost per visit to equal.com was $2.23, 5x lower than goal
Optimizations more than doubled engagement rate on native call to action to visit equal.com
Equal dollars sales and share increased and were positive after 24 months of decline
4X
ENGAGEMENTS GOAL
4X
WEBSITE VISITS GOAL
2X
IMPRESSIONS GOAL
CASE STUDY:
BRAND ACHIEVED RECORD MARKET SHARE
CHALLENGE
Tastykake’s c-store dominance in the North East was not translating to velocity in grocery and mass stores in other regions - they were at-risk of losing the shelf space they worked hard to gain. And the brand was being outspent by all of its closest competitors
ACTION
Co-developed the “Make Happy Happen” campaign to create bold, memorable experiences to ignite brand love in opportunity markets including a drone used to drop product samples from the sky
SUCCESS
Sales increased $39.5MM
"We finished 2018 with solid top-line momentum. Our brand portfolio once again achieved record market share in the fourth quarter - Allen Shiver, Flowers Foods president and CEO
+39.5MM
SALES
CASE STUDY:
EXCEEDED INSTALL GOALS FOR MEMBERS-ONLY APP
CHALLENGE
The American Dental Association was launching its re-imagined ADA Member App and tapped Effective to create and execute an all-encompassing launch strategy.
ACTION
We created a three-phased content takeover of ADA channels to reach members at launch.
Developed specific campaigns for two target audiences (Early Career Dentists and All Members) for differing target benefits and download motivators.
Targeted ADA members across social media platforms, relevant trade publications and direct mail. Conducted ongoing performance analysis and optimization to leverage best-performing channels and app features.
SUCCESS
Exceeded app download goals
Won Ad Age Integrated Marketing Campaign of the Year
1
ADAGE AWARD
+20K
DOWNLOADS
CASE STUDY:
EXCEEDED ENGAGEMENT GOALS FOR NEW PRODUCT LAUNCH, SALES GREW +25%
CHALLENGE
Diabetes is unpredictable. There are blood sugar highs and lows even if you are doing a great job managing it. The simple truth is that anyone taking insulin is at risk of severe low blood sugar events, potentially putting them in harm’s way.
Many people with diabetes need be inspired to live their life to the fullest through self-care and resilience.
ACTION
Partner with high profile, global fitness icon, Robin Arzón, Peloton VP & Head Instructor, ultra-marathoner, best-selling author and mom to share her diabetes journey as living proof that you can be EPIC through self care
Target Robin’s highly engaged 1 Million + social media fan base to inspire and engage people with diabetes, their families and friends. Share what is in Robin’s SuperHero Toolkit as part of her journey including Gvoke HypoPen
SUCCESS
Engaged 514,000+ followers
Fueled conversations with moms, friends and fans who praised Robin’s determination and success while inspiring others living with diabetes to take control of their self care
Successfully supported overall efforts to build awareness and drive requests for more information about GvokeHypoPen. Sales increased +25% for the quarter.
+25%
SALES
CASE STUDY:
GREW OMRON MARKET SHARE BY 30%
CHALLENGE
People with chronic pain are unaware that Omron TENS is an effective drug-free method to manage chronic pain. Aleve and Icy Hot spend $40MM/yr. Stores push store brand products
ACTION
Devised plan to educate, demonstrate how well it works, motivate purchase
Targeted people who are actively managing chronic pain with alternatives to medication (physical therapy, acupuncture, massage, pads and creams)
Delivered brand, influencer and professional messages to drive intent to purchase
Partnered with influencers to demonstrate the products’s efficacy and ease of use
SUCCESS
Influencer posts were 20x more efficient than product-focused posts on the brand's handle.
Campaign grew market share 30%
162K
WEBSITE VISITS
20K
UNITS SOLD
1.5MM
ENGAGEMENTS
CASE STUDY:
ARTIST MURALS ARE THE GIFT THAT KEEPS ON GIVING
CHALLENGE
Chicago Bears future fan base was as unsteady as their on-field performance. Risk of concussion and rise of soccer and lacrosse mean fewer youth players and declining interest among Latinos. Poor player conduct also driving people away from the NFL.
ACTION
We invented a new way to foster engagement with casual fans and bring the “Chicago-style Football” campaign to life. Instead of investing $30k for one painted wall for one month, we hired four street artists to paint massive “interactive outdoor” wall murals that stayed up for 5+ years creating a 120x media value and counting.
​
SUCCESS
The Bears received massive PR exposure. They renewed and expanded the program in years 2, 3 and 4. The experience launched careers of @lauren_asta, @dontfret, @jcrivera and others. As well, the program inspired the creation of muros.co, a mural advertising company now in the Inc. 5000.
