THE BACKSTORY
Hoping to make a splash with their new product extension Cold Foam Creamer, Danone’s International Delight (ID) partnered with Schnucks, a member of the Rippl data and media network, to amplify brand awareness and encourage product trials.
THE STRATEGY
The teams took advantage of Rippl’s advanced segmentation capabilities to create custom, deterministic purchaser audiences based on specific behaviors and preferences. Rippl unlocked a more granular approach that would allow them to compare performance across different segments, which included:
- Best Schnucks customers: Loyal shoppers who frequently engage with Schnucks
- Current ID shoppers: Shoppers already familiar with ID offerings
- Lapsed ID shoppers: Customers who made purchases previously but did not return
- Category non-brand shoppers: Consumers interested in similar product categories
- General non-brand shoppers: New potential customers
This tailored approach allowed the teams to lean into specific consumer behaviors and preferences, setting the stage for a highly effective advertising campaign.
THE BIG WINS
Broader, more complete audiences
By combining loyalty and non-loyalty transactions, the campaign outperformed ROAS targets and grew overall category sales with a campaign ROAS exceeding 5.75.
Granular targeting capabilities
Precision targeting through SKU-level insights supported campaign objectives around share gains and driving product trials–delivering a brand ROAS of >3.5.
Accurate, reachable customers
Bridg’s purchase-based identity resolution capabilities enhanced match rates and reachability to beat the Authentic Viewable benchmark by 21%.
THE RIPPL EFFECT
Overall, the custom audiences from Rippl supported a cohesive, impactful marketing effort that resonated with target audiences and grew brand share. Contact us today at rippl-audiences@bridg.com to discuss how Rippl can support your campaign goals with data-driven strategies and meaningful consumer engagement.
Rippl empowered Schnucks to present our loyalty and non-loyalty program customers with targeted Danone promotional content. More importantly, Rippl gave us the ability to quickly produce closed-loop measurements of the incremental sales generated by the promotion and its return on advertising spend.
Tom Henry, Chief Data and Deputy Chief Information Officer
Schnuck Markets, Inc.
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About Schnuck Markets, Inc.,
Founded in St. Louis in 1939, Schnuck Markets, Inc. is a third and fourth generation, family-owned grocery retailer committed to nourishing people’s lives. Schnucks operates 114 stores, serving customers in Missouri, Illinois, Indiana and Wisconsin and employs nearly 12,000 teammates. According to Forbes’ 2023 rankings, Schnucks is the 189th largest privately-owned company in the United States and the 14th largest privately-owned grocer. Schnucks is committed to helping communities thrive, and as a champion for reducing hunger, the company annually donates more than $15 million in food to pantries that help those in need.
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About Danone
Danone is a leading global food and beverage company operating in three health-focused, fast-growing and on-trend categories, particularly through dairy and plant-based products. With a long-standing mission of bringing health through food to as many people as possible, Danone aims to inspire healthier and more sustainable eating and drinking practices while committing to achieve measurable nutritional, social, societal and environment impact. Danone has defined its Renew strategy to restore growth, competitiveness, and value creation for the long-term.
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