Media Optimization

Consumer Packaged Goods

Leveraged data and analytics to identify growth opportunities across a portfolio of brands and activate against them with agility at scale.

Scope

Integrated Media Planning & Optimization

Paid Digital Media

Opportunity

Serving this top 5 CPG company for 6 years, the client was looking for testing support across brands to help recognize unmet human needs and wants, to design brand solutions that deliver personalized experiences, and to learn and adapt with real-time market feedback.

Impact

  • Leveraged in-flight sales to optimize against audiences and creative to increase sales
  • Highlighted test drove nearly 80% viewability

Approach

1. Our team with the client to establish an agile marketing process, starting with the identification of growth opportunities, hypotheses, and test ideas, translating these into actionable test plans with defined segments, triggers, messaging, and experiences

2. We ran four brand pilot tests with clear strategic intent, including a cross-portfolio pilot in which we tested the impact of cross-portfolio messaging, contextual messaging and solutions, and an illustration of functionality on brand relevancy

3. In one specific test sprint, we leveraged dynamic creative optimization for target audiences based on certain audience characteristics, including contextual and demographic targeting, to understand the relative impact of contextual messaging, personalization, regionality, and retargeting on the average basket size

4. Our team leveraged a multi-level measurement approach to make meaningful optimizations in-flight, to inform the ongoing learning agenda, and to build new best practices to scale across their organization. We leveraged brand lift survey insights, online and offline sales lift data, ecommerce activity, standard media KPIs, and creative, audience, and inventory reporting.

5. For this specific test, we found that the strongest CTR came from leveraging more niche targeting, focused on dynamic creative and relevant contextual targeting as well as site retargeting. We worked with the agency and client team to better prepare for scaled contextual audiences, including targeting, site engagement, and channel considerations.

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