BACKGROUND:
Supreme Source tapped Left Hand Agency to help reach and convert dog owners. Because the brand is distributed across many grocery retailers, we created an approach that tested a variety of retail media networks (RMNs) and attribution measurement partners. The goal was to effectively understand how different RMNs contribute to new sales and repeat purchases.
GOALS & STRATEGIES:
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Increase Brand Awareness: Target high-income pet owners in 8 U.S. markets.
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Drive Retail Sales: Use shopper data and retail sales data to create high-value audiences.
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Multi-Channel Approach: Utilize online channels to maximize reach and frequency.
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Measure Effectiveness: Use sales data from retail attribution partners to measure ROAS.
CHANNELS USED:
Programmatic OTT
Programmatic OLV
Programmatic Display
Meta
YouTube
Google PPC
AUDIENCE & TARGETING
Adults 35-64
High Income
Dog Owners
Located in zip codes with the highest concentration of stores selling Supreme Source products
THE RESULTS: THE CAMPAIGN DELIVERED $100,000+ IN DIRECTLY ATTRIBUTED SALES WHILE CUTTING THE CPA BY 42% AND LIFTING AD RECALL BY MORE THAN 53% MONTH OVER MONTH.
Increased Brand Recall
Our in-flight optimizations resulted in a significant increase in average ad recall rate month over month, enhancing customer brand recognition.
12.14%
lifetime improvement in average cost per click
53.41%
increase in average ad recall rate month over month
Sales Growth
Sales data from Retail Media Networks (RMNs) revealed a significant increase in in-store dog food purchases. By reducing overall cost per acquisition (CPA), our strategy resulted in more people making purchases with less ad spend.
42%
decrease in CPA over the campaign period
$100,000+
sales directly attributed to our programmatic strategy
alone
Completion Rates & Inventory
Our in-flight optimizations resulted in a significant increase in average ad recall rate month over month, enhancing customer brand recognition.
1.5X
the industry average for completion rate
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ads delivered to premium inventory, majority on YouTube TV
THE CONCLUSION: THE MULTI-CHANNEL CAMPAIGN ELEVATED SUPREME SOURCE'S BRAND PRESENCE, DROVE SUBSTANTIAL SALES GROWTH, AND ENHANCED BRAND RECOGNITION AMONG CUSTOMERS.
Consumer interaction tracking helped us discover that the average time from the last ad impression to an in-store sale was approximately 9.5 days. This data defined the path to purchase and the client's overall strategy given this attribution window.
By optimizing ad spend and leveraging data-driven insights, the campaign effectively connected with pet owners and delivered measurable business results, solidifying the brand's position in the market.
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