Johnsonville Case Study

How one major brand increased purchases among loyalists.

Using retail-specific activation and Display by Roundel™, Johnsonville freshened up its in-store approach with a targeted campaign.

Objective

Drive new sales among existing fans.

Previously, Johnsonville’s in-store activations consisted of couponing with a percentage-off purchase. The brand wanted to target loyalists—while still piggybacking off its national campaign—and close the loop connecting media spend to in-store and online sales.

Refresh

how the brand connected with Target guests

Reach

and drive sales among verified Johnsonville purchasers

Strengthen

Johnsonville’s established national campaign

Solution

Remind fans (and Target guests) why they love the brand.

Using our custom audience data and Display by Roundel™, we were able to target the top quarter of Johnsonville purchasers with a campaign that featured clear messaging and an enticing offer.

Reach verified audiences—including light buyers and lapsed shoppers—using first-party data.
Tie back into Johnsonville’s national “Made in the USA” campaign with messaging across Target.com and Bullseye Marketplace premium publisher sites.
Entice loyalists with a special 10% off Target Circle offer.

Results

Loyalists reached. In-store and digital sales lifted.

Johnsonville fans showed up for the campaign in store and online. Even better? Roundel measurement closed the loop and connected Johnsonville’s modest media spend to actual in-store and online sales.

7.9%

lift in in-store sales

4.4%

lift in online sales

3.9%

increase in add-to-cart

Conclusion

Your products. Our guests. Match made.

When you work with Roundel, you’re able to leverage our one-of-a-kind data to tap into audiences that are custom-fit to your products, campaign, and goals. Even if those guests aren’t currently on a Target platform.

Drive

Increase consumer purchase frequency by targeting the right audiences.

Measure

Receive an accurate ROAS that includes online and in-store sales.

Grow

Optimize future campaign activations with audience insights.

Connect in a whole new way.

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

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