Roundel TM Media, re-imagined by Target

Roundel Logo

Target Logo opens in new window

Roundel™ Kiosk 

Login

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

CPG Company Case Study

CPG company boosted sales with five uniquely tailored campaigns.

Audience-tailored messaging and creative helped a leading consumer packaged goods (CPG) company maximize beauty and personal care product sales for a major retail event.

Challenge

Increase sales among unique audiences to optimize ROAS.

1

2

3

Solution

Customize campaigns to speak directly to targeted segments.

Step 1.
Uncover the perfect audiences.

Step 2.
Speak directly to them.

Campaign #1

Back-to-School Segment

  • 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
  • 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
backToSchool
backToCollegeCPG

Campaign #2

Back-to-College Segment

  • 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
  • Drove 66% of total Add to Cart volume via online personal care and beauty purchasers

Campaign #3

Back-to-College-for-Men Segment

  • 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
  • 60% higher ROAS when targeting women compared to men
  • >4x higher ROAS on Target.com vs. publisher sites
backToCollegeMenCPG
naturalHome

Campaign #4

Natural Home-Away-from-Home Care Segment

  • 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
  • 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

  • Lapsed personal care purchasers who bought three to nine months ago
  • Active Shipt subscribers
  • Active Target Circle members
  • $5 ROAS when targeting Target Circle members or Shipt subscribers
  • 20% increase in ROAS for promotional offer with minimum spend
stockUpCPG

Results

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

19M

Target guests

89M

impressions

>$20

influenced

Conclusion

Audience-tailored campaigns drive more sales and greater ROAS.

Measure.

Compare.

Learn.

Can’t-miss moments start with a trusted retail experience.​

Roundel TM Media, re-imagined by Target

©2022 Target Brands, Inc. Roundel, Target and the Bullseye Design are trademarks of Target Brands, Inc. 

Target Logo

Roundel TM Media, re-imagined by Target

    Follow us

    Follow us on LinkedIn

    © 2022 Roundel, Target, and the Bullseye Design are trademarks of Target Brands, Inc.

    Target Logo