CPG company boosted sales with five uniquely tailored, personalized marketing campaigns
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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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.
- $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.
19M
Target guests
89M
impressions
>$20
influenced
Conclusion
Audience-tailored campaigns drive more sales and greater ROAS.
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©2023 Target Brands, Inc. Roundel, Target and the Bullseye Design are trademarks of Target Brands, Inc.
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© 2023 Roundel, Target, and the Bullseye Design are trademarks of Target Brands, Inc.