GES_TL_2

Leveraging data to make our media placements unmissable

Tags:

  • CPG & Services
  • Food & Beverage

Published:

Summer 2019

Partners:

Capturing the attention of Bay Area moms in a crowded food space is a welcome challenge.

Together with our media partners at Boyce/Mangin, we combed through mountains of information in search of insights that would help us identify the highest impact placements that would make the most of a modest budget.

The existing customer database from Good Eggs gave us a treasure trove of demographic data, purchase patterns, brand affinities, media preferences, as well as the highest and lowest value zip codes in the delivery footprint—but we still needed to understand more about the Bay Area moms that we weren’t already reaching in order to meet new customer acquisition goals.

Using third-party databases, we were able to find look-alikes of our core target persona with similar demographics and brand affinities, and discovered that nearly 90% drive weekly in SF—likely carting their kids around town to different activities and commuting to work. We also found that while the majority were cord cutters, they still indexed high on streaming video services and video on demand. This led us to focus on a strategy where we could reach them both in and outside the home to build brand awareness and drive trial.

We leveraged strategic out of home placements in six primary zip codes throughout San Francisco that showed the highest concentration of our best prospects and would let us intersect with them in the locations where they were likely to be passing through on their drives. Pairing the OOH with geo-targeted digital video through Hulu and Comcast reinforced our reach and brought the creative to life in a way that truly showed off the brand’s love of food.

In the first week alone, we doubled the industry click-through-rate, and exceeded industry benchmarks with a 96% video completion rate on OTT + streaming devices, and gained over 2 million weekly impressions for the out of home.

GES_TL_Graph