Leveraging High Reach Media to Increase Awareness 2x and ROI + 30%
Category: DTC CPG
Solutions: MMM & AdImpact
Background: A direct-to-consumer (DTC) consumer packaged goods (CPG) brand aimed to broaden their reach through linear TV. Their initial approach prioritized low-cost media buys to drive website visits. Over time, this approach found them experiencing diminishing returns, especially as the brand was growing organically and marketing attribution became more complicated as baseline website visit volume was growing.
After a historical analysis, the brand decided to test into higher reach cable and network buys to see if they should maximize acquisitions in this upper tier media. Leavened’s team also helped identify less effective placements to cut from their media mix.
Leavened’s Marketing Mix Model and AdImpact tools determined this strategy had scale potential and would help the brand achieve short-term sales goals as well as long-term brand growth.
Results: Leavened’s analysis found that the brand’s unaided awareness increased from 6% to 13%, also resulting in a 30%+ increase in ROI. Then the team assisted in optimizing toward an ideal CPA that achieved both scale and efficiency over time.
Want to know if your brand can get similar results? Contact us today to discuss how Leavened can increase your marketing ROI.