BuzzBallz Increases CPG Results With a Retail Media Strategy
GRADIANT’s holistic retail media strategy drove new customers, more sales and improved ROAS for ready-to-drink cocktail brand BuzzBallz.
Key Outcomes
GRADIANT’s full-funnel retail media approach generated greater BuzzBallz brand awareness and consideration, achieving a 6% traffic increase to the store locator page quarter over quarter and a steady increase in organic search trends — which has continued to grow month over month.
Through one RMN, one BuzzBallz tactic drove the highest ROAS during every month in a quarter. On another network, BuzzBallz quickly rose in rank from 14th to 7th place among prepared cocktail brands in a year and, looking at monthly gains, earned its highest monthly market share ever — 2.6% — in the prepared cocktails category.
increase in new-to-brand BuzzBallz purchasers on one RMN
new-to-brand BuzzBallz customers out of the quarterly order total on another RMN
improved quarterly ROAS on an RMN by honing in on BuzzBallz lapsed and recent buyers
challenge
BuzzBallz, a ready-to-drink adult-beverage brand, wanted to increase its brand presence, shopper base and ROAS quarter over quarter in the competitive CPG retail space by advertising on retail media networks (RMNs).
Strategy
GRADIANT developed a holistic media plan, focusing the strategy on retail media networks to drive sales while also building brand awareness and consideration. Leveraging a popular RMN's rich first-party data, we strived to find customers primed for a BuzzBallz purchase through upper- and mid-funnel channels such as connected TV (CTV), audio and display. We pulsed this media to align with key tentpole events such as college sports, seasons and holidays. The ability to measure in-store purchases offered enhanced visibility into our media support's immediate impact and sales and helped us show a direct return on media investment.
Results
Quarter over quarter, BuzzBallz's retail media campaign saw both brand and performance lift. On one RMN, BuzzBallz grew purchase revenue and saw new-to-brand purchasers increase 11%. On another, BuzzBallz unlocked a new audience set for media campaigns: Out of the quarterly order total, new-to-brand customers made up 54%. On yet another, BuzzBallz honed in on lapsed and recent buyers and improved quarterly ROAS 98%!
Yashika maru
Director of Marketing, BuzzBallz
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