Enfamil Case Study
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Enfamil raises awareness and sparks action with CTV.

Shoppable CTV from Roundel™ motivates key customers.

Objective

Drive awareness and shopping opportunities for formula.​

Enfamil was looking for a new way to reach potential customers and encourage buying.​

With Roundel’s newest shoppable creative format for CTV, Enfamil could lean into a growing consumer behavior trend: scanning QR codes while watching TV. Among 2,700 Target guests surveyed in April 2023, a third were willing to scan a QR code while streaming to discover a new product.

Leverage

Target guest affinity for scanning to discover new products

Develop

engaging creative that speaks to past and potential purchasers

Inform

future Shoppable CTV campaigns with data-driven insights

Solution

Solution

Create a smart Shoppable CTV campaign to reach ready-to-shop audiences.

Roundel created a campaign that brought together the trusted formula brand Enfamil and the Target brand. Results would be used to shape future Shoppable CTV for Enfamil.​

  • Our ads featured two creative approaches with varying CTAs (Scan to shop or Scan to add to cart).
  • To review performance among audience segments, the Roundel team tapped into shoppers who had purchased baby products from Target over the past six months and a predictive audience of Enfamil NeuroPro purchasers. ​

Campaign data revealed the effectiveness of Shoppable CTV for Enfamil and key insights to carry into future campaigns.​

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Results

Shoppable CTV moves guests down the funnel.

Results revealed insights Enfamil can apply in later campaigns, such as a guest preference for the Scan to Shop CTA. The campaign generated >31% higher ROAS for guests who had recently purchased baby products, indicating success with reaching broader audiences, including those open to switching brands or trying new products.

15M+​

impressions​

2x

higher sales per thousand impressions*

3x

higher ROAS*

Conclusion

Inspire purchases with Shoppable CTV.​

Combine a brand you want customers to discover with a brand they know and love—Target—and reach them with action-oriented media.​

Focus

your audience based on specific Target shopping behaviors. Reach guests more likely to try and buy your brand.​

Streamline

the shopping experience with CTAs that invite the audience to learn more or make a purchase from the comfort of their couch.​

Compare

results from distinct campaign elements, such as CTAs, to continuously improve your Shoppable CTV strategy.​

Reach customers where and how they want.

Let’s talk about trying Shoppable CTV for your brand.
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Media designed by Target
Media designed by Target
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*Vs. Roundel 2023 Shoppable CTV average