The creative was designed to engage moms by addressing their concerns, and were delivered in Spanish and English.
An international CPG brand strove to drive awareness of its detergent products among new moms in order to increase sales. The brand aligned these products to address concerns moms face as their babies grow.
In order to support the brand’s nod to various challenges of motherhood, Verve™ designed custom purchase-based audience segments that aligned with each stage. Additionally, Hispanic women ages 18-34 were also identified as a key segment. In order to increase foot traffic, ads were delivered when moms were in close proximity of retailers where the brand’s products were sold.
Equally as important, the creative was designed to engage moms by addressing their concerns – that the detergent would be gentle on their newborn’s skin, effective at removing stains from baby food, and would leave onesies smelling fresh and clean. Two ad units were built: the first was a high-impact interstitial that displayed retailers closest to the moms, and the second was an expandable banner containing a 15-second video. Both executions aimed to appeal to moms’ emotions as well as feature the various products. The ads were delivered in both Spanish and English, depending on the mom’s language preference.
ENGAGEMENT RATES HIGHER THAN BENCHMARK
Both initial CTR and post-secondary engagement rates exceeded benchmarks for all targeted segments. Hispanic moms displayed the highest tap-to-landing-page rates, nearly double that of some other segments.
FOOT TRAFFIC AND VISIT-FREQUENCY LIFT: GREATER THAN 80% AND 10%, RESPECTIVELY
Purchase-based targeting demonstrated the greatest lift. Additionally, the analysis conducted by Verve observed moms out and about as they completed a variety of errands – going to the bank, shopping, and dining.
MORE THAN $7 RETURN ON EVERY DOLLAR SPENT
The brand saw increases in overall average household spend per visit, contributing to ROAS nearly three times more than the benchmark. This increase in household spend was attributed to consumers purchasing the detergent and related products featured in the creative.
Mobile in combination with digital out-of-home is the feul to realize out-of-home audience-based targeting. Mobile is paving the way of DOOH.
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