Summary
With its Amazon growth under threat, a 100-year-old snack brand invested in upper-funnel retail media for the first time, pairing Super Bowl creative on streaming TV with DSP and sponsored search. The result: 1.2MM unique users engaged and a 405% increase in consideration.
The challenge
Competing with Walmart grocery sales
With Walmart dominating the grocery space, and category challenges including stiff competition and a consumer preference to buy food in stores, the brand's Amazon growth was under threat.
01
Walmart dominance
Walmart leads the grocery space
02
Stiff competition
A crowded, competitive category
03
In-store preference
Consumers prefer to buy food in stores
The solution
Omnichannel retail media innovation
The brand embarked on a groundbreaking retail media approach to grow sales on Amazon, investing significantly in upper-funnel media through retail partners for the first time.
01
Upper-funnel tactics
Custom audiences and broad reach to build awareness and consideration
02
Full-funnel integration
Streaming TV with Super Bowl creative, supported by a DSP campaign and sponsored search
03
Retail media integration
National media assets adapted for retail media, for a seamless online-to-offline transition
Upper-funnel tactics
01
Built Amazon Premium Audiences & AMC retargeting audiences
02
Created overlapping custom audiences based on product views & in-market behaviors
03
Expanded reach with a broad target audience to build awareness & consideration
04
Leveraged multiple Amazon channels to unlock incremental reach
Before
With CommerceIQ
A full-funnel media strategy connected streaming TV, online video, display, and sponsored search.
The results
Setting a new standard for retail media strategy
Streaming TV and online video each reached audiences the other didn't, and exposure to multiple ad types drove a sharp rise in consideration.
Reach
1.2MM
Unique users engaged
46%
Of target audience reached only via online video (OLV) were incremental to streaming TV (STV)
54%
Of target audience reached only via streaming TV were incremental to OLV
Consideration
405%
Increase in consideration from exposure to multiple ad types
+5.41x
Purchase consideration from search & display + STV
+4.7x
Purchase consideration from search & display + OLV
01
Purchase lift
Significant increase in new-to-brand rates & overall product movement
02
Enhanced performance
Combining TV ads & sponsored search led to notable improvements in brand recall & favorability
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