Consumer Packaged Goods (CPG)
Maximize sales and improve ROI through optimized advertising spend.
Eckrich faced uncertainty regarding the efficacy of their media spend. They specifically were questioning whether their investment in traditional advertising channels like radio was yielding sufficient returns, and how digital advertising compared to traditional methods in terms of driving sales and engaging consumers.
To address these uncertainties, we designed a head-to-head comparison of digital and traditional radio advertising over an eight-week test period.
We took a scientific approach to our testing — evaluating and selecting three separate similar DMA's to conduct a test of: digital only, radio only, and digital + radio.
Utilizing geo-targeting, location verification, and behavior-based models to reach likely first-time purchasers and those who had previously interacted with the brand.
Assessing the impact of each medium alone and in combination to understand their individual and collective contributions to sales.
With integrated paid media campaigns, we focused digital efforts on highly targeted consumer segments using sophisticated data models. We also coordinated with Eckrich's traditional media agency to ensure alignment and maximization of radio advertising.
Digital advertising significantly outperformed radio, delivering a Return on Ad Spend (ROAS) of nearly 350% after eight weeks, compared to radio's 218%.
This campaign confirmed the effectiveness of a digital-first approach, highlighting digital media's superior performance in driving sales and ROI compared to traditional channels.
The success of the digital campaign underscores the importance of leveraging advanced targeting technologies to reach the right consumers at the right time.
Continuous evaluation of the media mix is crucial, as combining different media types does not always lead to additive effects. In some cases, a more focused strategy may yield better results.