yogurt

46% sales lift & 159% Cartwheel redemption. yummy!

the BACKGROUND

the great yogurt boom

Target’s yogurt assortment had been growing for a while, and we needed to get the word out. But people choose yogurt for a variety of reasons—health, diet, and taste—so we needed to communicate that whatever you’re looking for, Target’s got it.

the goal

tell a dairy tale

To drive awareness and education of growing yogurt assortment at Target, and to increase sales by providing inspiration around new ways to consume yogurt.

the strategy

many flavors, one goal

We brought together ten yogurt brands in a custom landing page. The page was divided into stories we knew would resonate with our guests: traditional, wellness, and new-to-market, in addition to individual brand stories. Then we used 1st party and contextual targeting to reach the right audience for each story.

A mix of Target.com and external media communicated the extent of our yogurt selection, and integrated internal search connected with guests who were browsing brand and category items. Each piece of media bent towards a single goal: to introduce the wide array of our offerings, and then guide people to their perfect ‘gurt. Once they’d found it, a Cartwheel offer incented immediate purchase.

KEY SOLUTIONS

category initiatives

the success

  • 65M

    impressions delivered for the yogurt category

  • 46%

    lift in store sales with guests exposed to media*

  • 3x

    higher avg. redemption rate than Dry/Dairy/Frozen category benchmark

  • 159%

    avg. Cartwheel redemption rate

*vs. non-exposed guests

tastier together

The success of this program was nothing short of scrumptious, both in terms of sales lift (46% in store) and total impressions delivered (65M for the category). The overall Cartwheel redemption rate of 159% was over three times higher than the category benchmark. Because multiple vendors were splitting the cost, each one saw their dollars go further than any solo spending could have accomplished.