beauty

a tasty 15% lift in store sales

the BACKGROUND

add a splash of excitement

A large CPG partner was looking to drive brand equity for its coffee creamer brand. The company partnered with a social influencer to spark excitement around seasonal packaging and inspire creative new product uses. To help bring this experience to life and reach a receptive, socially savvy audience, the team turned to Target Media Network.

the goal

summer saturation

To drive awareness of the Target-exclusive summer packaging by inspiring guests to make the most of their cup of coffee.

the strategy

give ‘em something to talk about

First, we zeroed in on the right guests: millennials and strong purchasers of coffee, dairy and grocery items. Our 1st party and contextual data let us know just where to find them across Target.com, Bullseye Marketplace, Facebook and Google Search. Our creative spotlighted the influencer content, and our media strategy connected that content with social media. We capped the experience with a landing page that featured deliciously creamy recipes, along with savings to entice guests to give it a try.

KEY SOLUTIONS

brand equity

the success

  • 30M+

    impressions delivered

  • 45%

    higher avg. Cartwheel redemption rate than category benchmark

  • 63%

    higher engagement with influencer content vs. other page content

  • 15%

    lift in store sales per guest compared to a non-exposed guest

reaching guests & their taste buds

Guests drank it up. We delivered more than 30 million impressions and drove a 15% sales lift among guests exposed to the media. The influencer content made a big impact, scoring 63% higher engagement than other page content. And the Cartwheel offers saw an overall redemption rate of 68%, sailing past the division benchmark by over 1.4 times.