Roundel™ Multi-Solutions Case Study

CPG company boosted sales with multiple tailored campaigns.

Audience-specific messaging and creative helped a leading CPG company maximize sales of beauty and personal care products for a major retail event.

Objective

Increase sales among five unique target audiences to optimize ROAS.

By targeting the right guest with the right message during a crucial shopping season, the CPG company could achieve its key objectives:

  • Determine which audience segments to target
  • Boost sales among those target audiences
  • Connect purchases to ads to showcase ROAS

Approach

Find the right audience segments to maximize sales.

First, Roundel™ targeted five audience segments with individualized messaging on Target.com, the Target app, Bullseye Marketplace, and Pinterest:

  • Back-to-School
  • Back-to-College
  • Back-to-College for Men
  • Natural Home-Away-from-Home Care
  • Stock Up for School

Next, they created two different landing page experiences that spoke directly to the different audience segments.

Home-Away-from-Home Care – Individualized landing pages for natural products
Combined Back-to-School, Back-to-College, Back-to-College for Men, and Stock Up for School – Central hub with different tiles for each audience segment

Results

5 unique campaigns. 5x the opportunity for sales growth.

By tailoring the creative and messaging to each audience segment, Roundel™ could mine insights for each audience to maximize reach and sales across the overall back-to-school campaign.

Key Takeaways: Engagement rates across different channels varied by each audience segment.
  • Highest ROAS for all campaigns: Target.com
  • Most effective for promoting men’s personal care: Target.com
  • Best results for natural personal care products: Bullseye Marketplace

19 million

Target guests reached, based on measurable media

89 million

impressions

> $20

influenced total ROAS

Campaign #1

Back-to-School Segment

Objective & Audiences

Boost sales of beauty and personal care products among parents.

  • Online purchasers who bought from the beauty division in the past six months
  • Lapsed personal care purchasers who bought three to nine months ago
  • Guests who purchased personal care products in the previous three months
  • Moms with children at home who purchased beauty products within the past six months

Effective Messaging & Placement

Roundel™ created a strong presence on Target.com, the Target app, and Bullseye Marketplace to drive sales.

Campaign #1 Results

25% increase

in ROAS for product value messaging compared to promotional messaging for gift card with purchase

>8% ROAS

compared to other campaigns, for the best overall campaign performance

Campaign #2

Back-to-College Segment

Objective & Audiences

Influence spend on beauty and personal care brands among college students.

  • Online purchasers who bought from the beauty division in the past six months
  • Guests who purchased personal care products in the previous three months
  • Lapsed personal care purchasers who bought three to nine months ago
  • Guests aged 18–24 who purchased beauty products within the past six months

Effective Messaging & Placement

Roundel™ built a product presence on Target.com and Bullseye Marketplace to influence guests to grab last-minute beauty and personal care products.

Campaign #2 Results

Drove 66%

of total Add to Cart volume via online personal care and beauty purchasers

Campaign #3

Back-to-College-for-Men Segment

Objective & Audiences

Identify and influence a secretly powerful audience to drive men’s care product sales.

  • Online purchasers who bought from the beauty division in the past six months
  • Guests aged 18–24 who purchased beauty products within the past six months
  • Lapsed personal care purchasers who bought three to nine months ago

Effective Messaging & Placement

Roundel™ tailored messaging specific to the men’s care products audiences and deployed the campaign on Target.com and the Bullseye Marketplace.

Campaign #3 Results

60% higher

ROAS

when targeting women compared to men

>4x higher

ROAS

on Target.com vs. publisher sites

Campaign #4

Natural Home-Away-from-Home Care Segment

Objective & Audiences

Promote specific natural cleaning product brands among parents.

  • Online purchasers who bought from the beauty division in the past six months
  • Previous brand purchasers
  • Lapsed personal care purchasers who bought three to nine months ago

Effective Messaging & Placement

Roundel™ promoted eco-friendly and cruelty-free cleaning products via Target.com, Bullseye Marketplace, and Pinterest.

Campaign #4 Results

85% increase

in ROAS

when using ad creative with promotional messaging

>5x higher

ROAS

on Bullseye Marketplace vs. Pinterest

Campaign #5

Stock-Up-for-School Segment

Objective & Audiences

Encourage guests to purchase more of the CPG company’s products within a basket.

  • Lapsed personal care purchasers who bought three to nine months ago
  • Active Shipt subscribers
  • Active Target Circle members

Effective Messaging & Placement

Roundel™ amplified multiple brands and used an offer to influence guests on Target.com and the Bullseye Marketplace to stock up during the promotional period.

Campaign #5 Results

$5 ROAS

when targeting Target Circle members or Shipt subscribers

20% increase

in ROAS

for promotional offer with minimum spend

Campaign #1

Campaign #2

Campaign #3

Campaign #4

Campaign #5

Conclusion

Segmented audience campaigns drive more sales and greater ROAS.

With Roundel™ media solutions, you can leverage first-party data to help maximize sales throughout any major retail event.

Measure.

Access granular target audience information tied to first-party data from online and in-store sales.

Compare.

Tie an ad to specific sales with Roundel’s robust, closed-loop methodology.

Learn.

Find out which strategies and placements work best by comparing campaign insights across channels.

Optimize.

Apply learning to boost sales across its portfolio during other holiday seasons and marketplace events.

Let’s change media for good.