Strong Roots turned to Mason Interactive to help maximize the reach of the new partnership. It was essential to find an effective approach that would not only boost online orders but also drive customers to the store. The omnichannel campaign was two fold, blending online and offline best practices into a seamless customer experience. In order to reach ideal customers and drive online product orders, the team built hyper-targeted Facebook advertising campaigns. Once the order was placed, customers received an in-store coupon in the food bag to encourage sampling of a wider selection of Strong Roots’ products available in local grocery stores.
A big factor behind the campaign success was the in-depth understanding of interests and characteristics of Strong Roots’ likely customers and target audiences. Mason Interactive leveraged a set of customer profiles to build lookalike and custom audiences around interests, habits and demographics to drive strong response and engagement. The team applied zip code geo-targeting to cover participating stores near the Ghost Truck Kitchen. This ensured that the online targeting connected to offline behavior, and therefore helped with in-store coupon redemption
As a result of the omnichannel strategy, Strong Roots’ items quickly became one of the top selling items on the pop-up kitchen’s menu. While the number of online orders grew, the brand also saw a spike in in-store purchase behaviour from increased coupon redemption. Moreover, the coupon use rate was above average within the custom-built geo target. Over the course of the campaign, Strong Roots was able to reach 70% of the desired target audience in Facebook and Instagram.