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case study
Healthy blending of customer insights and omnichannel ads with Chobani
Opportunity
Using our first-party data to identify customer shopping habits, our team proposed a fresh campaign idea to help Chobani market its new zero-sugar yogurt line at Walmart.
Goals
Drive awareness and product trials, gain new customers and increase ROAS.
Solution
We created a full-funnel campaign that included a custom brand page on Walmart’s site and ads served across Walmart Onsite Display, Walmart DSP, Pinterest, CTV and other media.
Strategy
Walmart Connect proposed a summer campaign that would feed snackable content to health-minded customers, such as recipes and shoppable social ads, to establish Chobani as a nutritious additive for at-home smoothie making and help inspire purchases of the yogurt.
Tactics
Our team built a custom brand page that showcased healthy smoothie recipes made with Chobani to help inspire yogurt purchases and healthy shopping habits. Walmart Onsite Display ads grabbed customers’ attention as they shopped for similar products or brands. We helped raise awareness and inspiring consideration with display and Pinterest ads, as well as a premium CTV bundle via Walmart DSP. We used strategic targeting to reach new and lapsed customers.
Campaign dates: May 1 – July 31, 2023
*Not a low calorie food
Big wins
%
New buyers
MM
Impressions
%
Sales lift
$
ROAS
Source: Walmart first-party data, May 1 - Jul 31, 2023.
Key takeaways
- Maximizing your campaigns for the entire customer journey using full-funnel strategies can lead to stronger sales results for featured and halo items promoted in your campaigns.
- Building a branded moment around a new product launch can help increase awareness and purchases by content that inspires customers to use those items in their everyday lives.
- Competitive targeting approaches can further help find customers at or near the time of purchase to reinforce campaign messaging and remind them of the product’s potential.
- For future campaigns, build upon a successful full-funnel Display strategy by adding Sponsored Search tactics like Sponsored Products, Sponsored Brands and/or Sponsored Videos to your advertising mix to help win the digital shelf.
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