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CPG company boosted sales with five uniquely tailored, personalized marketing campaigns

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CPG Company Case Study

CPG company boosted sales with five uniquely tailored campaigns.

Objective

Increase sales among unique audiences to optimize ROAS.

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2

3 Solution

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.

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.

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.

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.

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.