A major CPG food brand wanted to reach barbecue lovers based on their seasonal outdoor activities to generate awareness and interest for a new product line.
The brand partnered with programmatic leader Xaxis to create its campaign. Xaxis recommended Factual Audience targeting, which enables marketers to create highly-customized audiences based on Factual’s demographic attributes and pre-built Behavior Profiles.
Factual has sophisticated integrations with leading adtech solutions, including Xaxis, providing turnkey activation for marketers. Using Factual Audience, the CPG brand created custom segments that included people who visit barbecue restaurants and BBQ-related outdoor locations. They targeted the audiences’ mobile devices during daytime and early evening hours on weekends to improve the relevance of their messaging.
The Factual-powered campaign successfully increased brand awareness among the custom audience segments. The ads generated an 18.2 point lift in brand awareness when compared to the control group, a testament to the power of targeted advertising.