Case Study

 

Supermarket Chain lowers CPA and increases conversion 44% with cookieless data

Campaign Goal: Encourage online grocery shoppers to enter a contest to win a bike or scooter.

Challenge:

Prior to the pandemic, online grocery sales were enjoying a slow but steady increase. Once lockdown orders took effect, however, sales grew exponentially — as did the number of grocers wanting to get in on the game.

To attract customers to its online grocery and delivery service in an increasingly competitive sector, Todis Supermercato announced a contest for frequent shoppers: enter to win a bicycle or scooter. The supermarket chain tapped Digital Angel’s media planners to help get the word out to potential contestants and shoppers.

Audience: Shoppers who prefer to order groceries online and take advantage of home delivery.

Targeting Strategy:

During COVID-19 pandemic, Digiseg observed distinct shifts in consumer behaviors, including a keen interest in online grocery services that offered home delivery. We examined which households ordered groceries most frequently, and used that insight to build an off-the-shelf grocery-shopper segment as a part our #stayathome taxonomy, which Digital Angels then used for the Todis campaign. The audience targeted people who live in cities and suburban areas, were medium to high-level tech users, and come from the top 80% of wealthiest households.

b2b

Composition:
Neighborhood B,C,D + Tech-level B,C + Income B,C,D,E

Results: The custom Digiseg audience segment delivered spectacular results, driving contest entries – and more importantly – grocery sales:

CPR CPA Conversions
131% Higher 54% Lower 44% Lift