A top-10 CPG brand hit 26:1 ROAS at its peak.
A leading Consumer Packaged Goods brand, ranked among the top ten in its category, needed to find customers it didn’t know it had — and turn that discovery into measurable sales. AlwaysOn Digital redefined how the brand reached new market segments.
The Challenge
A top-ten Consumer Packaged Goods brand needed to generate sales and consumer engagement for its distinctive range of candy gifts, while discovering new customer attributes that could unlock additional market reach. The brand’s primary objectives were to boost sales volume, explore untapped consumer segments, and ultimately augment its market share — not just among its existing audience, but by finding and engaging potential customers it hadn’t reached before.
Strategy & Approach
AlwaysOn Digital combined 1st, 2nd, and 3rd party audience data with look-alike modeling and remarketing, deploying engagement and optimization tactics across display, video, and mobile on both social media and the open web.
1st, 2nd & 3rd Party Data
Blended multiple audience data sources to build a fuller picture of high-potential customers.
Look-Alike Modeling
Identified new consumer segments that mirrored the brand’s best existing customers.
Remarketing
Re-engaged high-intent shoppers across the funnel to drive them toward conversion.
Display, Video & Mobile
Executed across social media and the open web with continuous optimization tactics.
Execution Timeline
Data & Audience Build
Blended 1st, 2nd, and 3rd party data and built look-alike segments to identify untapped consumer attributes.
Multi-Channel Launch
Deployed display, video, and mobile tactics across social and the open web, paired with remarketing.
Optimize & Expand
Optimized toward the strongest-performing segments and expanded into additional always-on media tactics.
Results
The brand became the second most consumer-engaged traffic source among all of its media partners, with returns that made the case for an ongoing, always-on investment.
Expanded Into Always-On Media
The results were strong enough that the brand expanded into additional media tactics as part of an ongoing, always-on strategy — moving from a single campaign to a continuous engine for finding and converting new customer segments.
