CPG Brand Breaks Into Snacking Category

Our client Kodiak Cakes traditionally focused its product line within the breakfast category but wanted to break into the highly competitive snacking category. To do this, first it needed to drive consumer awareness for new products falling outside its typical breakfast line. Kodiak Cakes limited its initial product line rollout to targeted geographies through specified retailers such as big box grocers to create demand and drive in-store and online sales.

Taking an audience-first approach, we leveraged our client’s purchased third-party data coupled with new personas we created from researched psychographic attributes that matched lifestyle to the new product lines. The ad targeting methodology struck a balance between more specific, and therefore expensive, third-party audience data and our broader persona-based audiences that provided reach to drive awareness at a lower cost. A multichannel ad strategy included display and video channels for optimal message delivery.

Through our raw sales data analysis, we were able to calculate cross-channel lift during the campaign’s active three-week promotional period. In addition, we saw a strong halo effect whereby users who were exposed to the video continued to purchase post-campaign. Snack products grew significantly with increased sales both in-store and online. Additionally, the campaign achieved an eCPM that came in under budget and delivered a 92.7% video completion rate.