Driving Brand Lift
Campaign Overview
- Industry: CPG Wine & Spirits
- Objective: Increase Brand Awareness, Brand Lift and Market Share
- Activation: Programmatic
- Channels: Display, Online Video, Connected TV, and Native
- Audience: Wine Enthusiasts (Young Adults Ages 18-26 and Gen-X/Boomer Loyalists Ages 44-78)
- Geo: National
Strategies
Platform Utilization
- Ran multiple DSP/SSP activation platforms across proprietary Deal ID’s and strategic ad placements.
- Leveraged in-house, “hands-on keyboards” team for comprehensive reach and targeting capabilities.
- Tailored test and learn strategies to maximize reach and awareness.
- Utilized an audience-based, cross-screen, full-funnel approach to drive recognition, consideration, and favorability.
- LDA compliant on all channels.
Audience Targeting
- Implemented advanced retargeting strategies to engage users who met specific consumer attributes.
- Contextually targeted users based upon the apps they have installed on their mobile devices – this allowed us to reach users who had purchase history on apps such as: Delectable, Instacart, Drizly (Uber Eats) and Vivino.
- Drove new customer acquisition by leveraging lookalike modeling and third-party custom data segments.
- Applied endemic relevant premium publishers such as NYT Food and Wine, Food&Wine, Food Network, and Timeout to represent the brand on significant inventory.
Results
- 87.3% Positive Brand Lift
- 5+% Market Share Lift
This indicates a significant increase in brand perception and recognition among the target audience, showcasing the effectiveness of the brand’s digital marketing campaign.
Conclusion
In summary, Anchor Trading’s expertise in planning and executing has proven instrumental in achieving campaign success.
“The compelling outcomes of this campaign demonstrate Anchor Trading’s commitment to delivering tangible results and elevating brand visibility and market share.”
–VP of Media
