Omnichannel CPG

Mason Interactive worked closely with the CPG company to develop a unique strategy that would allow them to measure the impact of their online advertising efforts on offline sales.

As a rapidly growing company, the fresh food innovator wanted to expand its market reach and increase shopper engagement in its expansion areas. To achieve this goal, they partnered with Mason Interactive to develop a paid media advertising strategy that would drive awareness and interest in their products.

Tracking the effectiveness of online advertising for a product that is purchased in-store can be challenging. Mason Interactive worked closely with the company to develop a unique strategy that would allow them to measure the impact of their online advertising efforts on offline sales.

Mason Interactive’s approach involved a multi-channel, data-driven strategy and leveraged out-of-the-box platforms tailored to fast-moving consumer goods, offering custom experiences within mobile apps. They created targeted campaigns that reached consumers in the company’s expansion areas, using revolutionary technologies to integrate their ads seamlessly into shopping apps.

To achieve their goal, Mason Interactive collaborated with the client’s team to align on a variety of methods, including:

By coordinating on data sharing with grocery stores and other retailers that sell their products, Mason Interactive was able to track the sales of specific products in each store. This allowed them to measure the impact of their online advertising efforts on offline sales at the store level.

Shopper marketing data intelligence was leveraged to measure the impact of their online advertising efforts beyond traditional metrics like impressions and click-through rates (CTR).

Add-to-List shopper metrics including incremental List-Ads, Conquested Customers, and Crossed-Off Product showcased the strength of the program and benchmarks for future activations.

One of the unique features that Mason Interactive leveraged included “Add-to-List” campaigns. These campaigns allow brands to create personalized shopping lists within mobile apps that include their products, making it easy for consumers to add them to their cart and make a purchase. By creating custom shopping lists within popular grocery apps, they were able to capture the attention of consumers who were actively looking to buy fresh produce.

To make the most of these campaigns, Mason Interactive also used data analytics to identify which products were most popular and which app users were most likely to engage with their ads. This allowed them to tailor their advertising messaging and targeting to optimize media with focused media support around category pulse periods along with dark periods. Additional efforts were implemented to drive traffic to the website to learn about the company’s product offerings and where to buy.

Through their partnership with Mason Interactive and the use of out-of-the-box platforms and solutions tailored to the CPG category, the company saw significant successes in their paid media advertising efforts. They were able to reach a highly targeted audience in their expansion areas and drive shopper engagement, resulting in increased sales and brand awareness.