GOAL: REIGNITE GROWTH FOR A HERITAGE SOAP BRAND BY STRENGTHENING ITS RETAIL PRESENCE, WINNING BACK MARKET SHARE, AND DRIVING PROVEN INCREMENTAL IN-STORE SALES THROUGH MODERN MEDIA ACTIVATION.
The Challenge:
Despite its rich history dating back to the 1800s, the brand faced minimal shelf presence and declining visibility compared to household-name competitors. With a modest budget relative to larger players, the challenge was clear: how to efficiently rebuild brand relevance, increase consumer awareness, and deliver measurable retail sales growth across key markets.
The Strategy:
We designed an omnichannel, flighted campaign that balanced efficiency with premium exposure.
Highlights:
-
Flighted Approach: Concentrated budget to achieve an effective market reach and frequency.
-
Frequency Modeling & Optimization: Deployed premium OTT and YouTube TV inventory to boost brand visibility while continually optimizing CPMs, CPCVs, and VCRs for maximum efficiency.
-
Awareness & Conversion Bridge: Combined top-of-funnel video-forward media (Meta, YouTube, OLV, OTT, Pinterest) with retail media placements (Walmart DSP, Instacart) to directly connect awareness with in-store sales.
-
Data-Driven Attribution: Partnered with Pathformance to implement a rigorous test/control methodology, validating results with third-party incremental sales lift measurement.
Market Selection:
Focused on three diverse DMAs to maximize learnings across consumer and retail landscapes.
THE RESULTS: THE CAMPAIGN NOT ONLY DELIVERED ON ITS PROMISE OF DRIVING AWARENESS BUT ALSO EXCEEDED SALES AND EFFICIENCY BENCHMARKS.
Incremental Retail Imact:
Overall sales lift in
test markets vs. control
Beauty brand
sales lift benchmark
Total campaign sales
in test markets
Achieved a +6.0% incremental sales lift, more than 2x the CPG category benchmark.
Product Spotlight:
Regional Impact:
The #1 selling item—a 3pk of 4oz Soap—delivered
44% of all incremental sales
All test markets experienced a sales lift—confirming the campaign’s real-world retail impact.
Media Delivery:
36.04M
Impressions delivered 158.71% to goal
Average CPM was lowered
37.93%
from original forecasts through a combination of optimizations, tactic testing, and negotiated programmatic deals
$0.03
Cost per completed view on Meta, YouTube, OTT, and OLV