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.

Objective

Increase sales among unique audiences to optimize ROAS.

By targeting five guest segments with the right messaging during the critical back-to-school shopping season, the CPG company thought it could achieve its key objectives.

Determine

which audience segments to target

Boost

sales among these consumer groups

Connect

purchases to media to determine ROAS

Solution

Step 1. Uncover the perfect audiences.

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

Step 2. Speak directly to them. Survey audiences to understand the true media impact.

Next, Roundel crafted two different landing page experiences that communicated directly to the different groups.

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 guest 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.

$5 ROAS when targeting Target Circle members or Shipt subscribers
20% increase in ROAS for promotional offer with minimum spend

Results

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

By tailoring the creative and messaging to each audience segment, Roundel was able to help the CPG brand mine audience-specific insights, maximize reach, and optimize sales across the broader back-to-school campaign.

Engagement rates across different channels varied by each audience segment. Target.com provided the highest ROAS for all campaigns and served as the most effective platform for promoting men’s personal care. The best results for natural personal care products were found on the Bullseye Marketplace, Roundel’s premium publisher partners.

19M

Target guests reached, based on measurable media

89M

impressions driven by campaign

>$20

influenced total ROAS

Conclusion

Audience-tailored campaigns drive more sales and greater ROAS.

With Roundel media solutions, you can leverage first-party data to find the right audience segments for your brand and 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

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

Learn

Discover which strategies and placements perform best by comparing insights across channels.

Connect in a whole new way.

Let’s talk about your next multi-channel campaign.

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