Consider this: You’re going about your day at home, and you realize you’ve run out of a certain household product. You know you need to get more, but you’re not sure which brand to buy this time: A, B, or C. You go online to do some research or check social media, and boom! You see a compelling ad from brand A.
Are you more likely to buy from that brand? Chances are, the answer is “yes.” After all, brand A managed to reach you in the right place at the right time—just as you were ready to make a purchase. Sorry, brand B and C. Maybe next time.
This strategy may seem tough to pull off. With social data being generated every second, however, brands have an invaluable opportunity to learn more about people’s interests and behaviors than ever before. They can then use those insights to get their messages in front of in-market customers.
That’s exactly what one leading CPG company did—and it paid off in increased return on ad spend.
The Challenge
Backed by decades of successful brand awareness campaigns, the CPG company didn’t have to worry about being top-of-mind. It knew how to reach its seven target audiences: moms with young kids, toy buyers, outdoor adventurers, health enthusiasts, gamers, smarthome owners, and holiday shoppers.
The challenge, however, was finding and communicating with these audiences when they were in the market for the company’s products. For example, there’s a difference between reaching gamers who might be interested in buying at some point, and reaching gamers who want to buy right now. The first strategy wastes money on people who don’t convert; the second finds only those who are most likely to spend.
The Approach
With data from over three million websites across the Internet, ShareThis built custom audiences of people who were specifically interested in buying this company’s products. The CPG brand then used these custom audiences to deliver relevant and engaging ads at scale.“
This type of granularity in targeting is exactly what we need to avoid wasted ad dollars.
“There’s so much flexibility with ShareThis custom segments; we can take the data wherever we choose to activate and build segments based on target keywords,” said a representative from the CPG brand. “This type of granularity in targeting is exactly what we need to avoid wasted ad dollars.”
The Results
By harnessing the power of custom audiences and real-time data, the leading CPG brand generated a return on ad spend (ROAS) that was over 100% higher than its goal. The campaign to reach moms, for example, saw a 112% lift in ROAS, and the campaign to reach smarthome owners saw a 66% lift in ROAS.
100%
Lift in expected ROAS
112%
Lift in Mom campaign ROAS
The company continues to use these custom audiences to make the most of its budget and reach in-market customers when they’re ready to buy. Now more people across the world can trust this brand to be there at just the right moment.
