Publicis Increases Brand Awareness for Major CPG Brand

Product:

Industry:

CPG

Challenge

To raise awareness for its new healthy beverage, sold in select retail stores, a leading CPG brand created a short video tailored to health and fitness enthusiasts. But, the brand needed an effective targeting strategy for finding health and fitness enthusiasts who shopped at stores that sold the new product.

Solutions

The brand’s agency partner, Publicis Media, created a custom targeting approach using Factual Audiences. Factual Audiences Designer made it simple for the agency to target people who visited
fitness studios, like Equinox and Crunch, as well as healthy dining spots, like Sweetgreen and Simply Salad.

Factual self-service tools are intuitive and easy-to-use, and its hand-on Strategy Team provides support every step of the way, allowing Publicis to expand and improve its strategy. For a broader targeting approach, the brand built an audience of visitors of select retailers where the new product is sold, including Meijer and Bristol Farms. To increase reach and scale, they also targeted all locations in real-time with Factual Proximity, which enables marketers to build custom geofences around specific locations. This allowed the agency to target people based on real-time behavior, not just past patterns.

Results

The Factual/Publicis partnership resulted in an effective strategy for finding the niche audience most likely to respond to the campaign creative. Factual targeting outperformed all other tactics, with a 80% Video Completion Rate, exceeding the campaign goal of 68% VCR.

“Factual teams have been quick to respond and recommend targeting strategies we may have not considered. Their team is diligent with recommendations, very patient with our needs, take feedback constructively, and are not afraid to challenge our targeting strategies.” – Publicis Media