Roundel™ Multi-Solutions Case Study
Insights from a robust test-and-learn media campaign engaged new purchasers of Clorox® products.
Among the 2.4 million Clorox® fans who purchased products at Target during the March–April 2020 time frame, more than 1.5 million bought a Clorox® product for the first time. How could Clorox® retain this massive new audience?
- Identify the most valuable Clorox® audience segments
- Determine which ads and audience segments are most effective at driving audience engagement and increasing sales
Conduct an A/B test to find the greatest ROAS.
Clorox® worked with Roundel™ to develop a robust, two-step learning plan for the brand.
Roundel conducted a survey to measure guests’ demographics, values, and behaviors.
Goal: Discover the most valuable Clorox® audiences and the values that resonated the strongest with them.
From the research findings, Roundel developed a series of A/B tests on Target.com, Bullseye Marketplace, and Pinterest.
Goal: Learn which audiences and messages drove the highest return on ad spend (ROAS) for Clorox® products—and how to use those winning combinations to reach potential new audiences.
Clorox® leveraged key insights to optimize its messaging and audience targeting for greater ROAS and customer retention—while identifying more Target guests likely to purchase its products.
> 40% higher
when targeting audience who purchased Clorox®'s trash bags
when purchasers of other Clorox® products were shown cleaning messaging
in customer retention over the duration of the campaigns
Optimize your campaigns with deeper insights.
Our Reporting, Insights & Analytics team can help your team improve your media performance and targeting with deeper audience insights that span a whopping 19 product categories.
Let’s change media for good.