secret life of pets

the secret to delivering up to 90% more Cartwheel redemptions

the BACKGROUND

best friends

General Mills and Dr Pepper Snapple Group (DPSG) partnered to co-promote their Secret Life of Pets licensed food products and approached Target Media Network to help them boost sales at Target.

the goal

get the “woof” out

To drive awareness and incremental sales of Secret Life of Pets licensed food products at Target.

the strategy

a look behind-the-scenes

Our target was clear - moms with young kids in the house. Given the higher likelihood of these guests to buy licensed kids movie and toys, we wanted to focus on getting them to add these food items to their basket as well.

To capitalize on this amazing licensing partnership, we aligned our program with the movie's release and designed the creative to pull in the characters from the movie. What's more, we were able to balance that with product imagery and a strong savings message to incent purchase.

KEY SOLUTIONS

seasonal + licensing occasions

the success

  • 21M+

    impressions delivered to more than 2M unique guests

  • 2X

    higher Cartwheel redemption rate than grocery benchmark

  • 45%

    lift in offer adds and 91% more redemptions than previous non-amplified Mott's offers

  • 14%

    lift in offer adds and 32% more redemptions than previous non-amplified General Mills offers

a box office hit

By syncing our media with the movie release and targeting the right guest, we were successful in driving awareness and sales of the Secret Life of Pets food products across multiple brands. With more than 20M impressions delivered, we were able to drive Cartwheel redemption rates more than 2x the grocery benchmark. What's more, both Mott's and General Mills saw double-digit lifts in offer adds and redemptions compared to previous non-amplified offers.