Using the power of omnichannel to increase brand relevance for a confectionary brand

An iconic confectionary brand felt they lacked relevance in some key perception metrics, resulting in lower conversion rates compared to other brands in the category. When they came to us, their challenge was to reach younger audiences effectively to increase relevance in their category.

This was an exciting opportunity to implement inventive strategies that combined the power of in-store media with highly relevant offsite and onsite media.

Our overall goal was to show up where younger audiences were spending their time to dial up the brand’s relevance and conversion rates. We timed the campaign to align with Halloween—a key week for confectionary brands. We tailored the campaign for increased relevance, sending personalized creative to custom audience segments based on purchase history. For example, those that have previously purchased from the pet, beauty, or gaming categories were each presented with a different creative that would be relevant to their interests.

We leveraged strategic media placements in PC Express^® online grocery platforms to boost e-commerce sales during the key seasonal window and influence pre-shop researchers.

The campaign was strengthened by bringing the brand’s message closer to the point of purchase by including in-store digital screens and audio media. This significantly amplified the brand’s messaging and number of touch points in the customer shopping journey, resulting in the highest ROAS among all utilized media channels.

The results were outstanding in drawing new customers into the brand: more than 49% of conversions came from new-to-brand buyers. As a result, their market share increased by 3.4 points and outpaced the category growth by 2x during the weeks the campaign was live, demonstrating increased brand relevancy with their targeted consumer segments.

This omnichannel approach also offered the brand useful consumer segment insights for future brand strategies. First, in-store media proved the importance of being present in those moments of purchase decision with a strong ROAS of 3.1. Moreover, in digital media, the strategy of segmenting based on high-value life moments illuminated that pet buyers and beauty buyers were the highest converting audiences, creating great segments for future targeting. The results also indicated the importance of converting shoppers over the age of 35, who may be purchasing for a household that includes kids and teens.

Omnichannel Brand Lift Study Results

• Purchase intent grew by 80%

• 33% of shoppers recalled seeing the ad, more than 2x the benchmark

• The highest brand lift was within the target demographic aged 18-34; consumers experienced high ad recall, and all relevance scores increased

Key Brand Relevancy Metrics

• 67% growth in the metric: “For someone like me.”

• 70% growth in the metric: “Is ideal for taking a break.”

• 19% growth in the metric: “Is a perfect pick me up.”

By implementing a mix of in-store, offsite and onsite channels, we were able to successfully meet the brand’s objectives to increase relevancy among the younger demographic.