In this case study, we will explore our collaboration with Nuud Chewing Gum, a subscription-based brand with an omni-channel distribution model. Nuud Chewing Gum aimed to leverage digital media to increase awareness and consideration among potential customers, particularly targeting shoppers who frequent distribution channels such as Waitrose and Sainsbury's. Through the implementation of geo-targeted ads and strategic targeting of existing shoppers, we successfully drove brand visibility and consideration. This case study outlines our solution, process, and the outcomes achieved.
Nuud Chewing Gum, an online subscription-based brand, aimed to expand their customer base and generate awareness for their products. With their omni-channel distribution model, including presence in supermarkets like Waitrose and Sainsbury's, they recognized the need to effectively utilize digital media to gain awareness and consideration among potential customers, especially those who already frequented these distribution channels.
To address the objective of increasing awareness and consideration for Nuud Chewing Gum, our growth marketing studio developed a solution centered around geo-targeted ads and strategic targeting of users who were already shoppers.
Geo-Targeted Ads: We implemented a geo-targeted ad strategy that focused on reaching potential customers in specific geographical areas where Waitrose and Sainsbury's stores were located. By utilizing location-based targeting, we ensured that Nuud Chewing Gum ads were displayed to users who were physically near these distribution channels.
Targeting Existing Shoppers: To maximize the effectiveness of the campaign, we employed targeting strategies that focused on users who were already shoppers at Waitrose and Sainsbury's. By leveraging data insights and user behavior patterns, we targeted individuals who had demonstrated an interest in similar products or had previously purchased chewing gum or related items during their shopping trips.
Our process involved the following key steps:
1. Market Research and Audience Segmentation: We conducted thorough market research to understand the target audience's preferences, behaviors, and shopping habits. Based on this research, we segmented the audience into different categories, including existing shoppers at Waitrose and Sainsbury's, to tailor the messaging and targeting accordingly.
2. Ad Creative Development: We collaborated with Nuud Chewing Gum to develop compelling ad creatives that effectively communicated the brand's unique selling points and benefits. The ad creatives were designed to capture the attention of the target audience and generate interest in the brand.
3. Geo-Targeted Ad Implementation: Using digital advertising platforms, we implemented geo-targeted ads that specifically targeted users within close proximity to the Waitrose and Sainsbury's stores. This ensured that the ads were displayed to individuals who were likely to visit these distribution channels for their shopping needs.
4. Continuous Monitoring and Optimization: Throughout the campaign, we closely monitored ad performance, tracking key metrics such as click-through rates, conversions, and engagement. Based on the data insights, we made ongoing optimizations to maximize the campaign's effectiveness, including refining targeting parameters, adjusting ad placements, and iterating on ad creatives.
Outcomes: Through our strategic approach and focused efforts, we achieved significant outcomes for Nuud Chewing Gum:
1. Increased Awareness: The geo-targeted ads successfully increased brand awareness among potential customers who were located near Waitrose and Sainsbury's stores. The targeted approach ensured that the brand was visible to individuals who were likely to be interested in chewing gum products.
2. Enhanced Consideration: By specifically targeting users who were already shoppers at Waitrose and Sainsbury's, we increased the likelihood of consideration for Nuud Chewing Gum. The strategic positioning of the ads to individuals who were already in the mindset of purchasing similar products helped to generate interest and consideration for the brand.
Through our collaboration with Nuud Chewing Gum, our growth marketing studio successfully addressed the objective of increasing awareness and consideration for the brand. By leveraging geo-targeted ads and strategic targeting of existing shoppers, we effectively reached the target audience and drove engagement.
The implementation of geo-targeted ads ensured that Nuud Chewing Gum's messaging was delivered to potential customers who were physically near Waitrose and Sainsbury's stores. This localized approach maximized the visibility of the brand among individuals who were likely to be interested in chewing gum products.
Additionally, by specifically targeting existing shoppers at Waitrose and Sainsbury's, we capitalized on their existing shopping behavior and preferences. This strategic targeting helped generate interest and consideration for Nuud Chewing Gum among users who were already inclined to purchase similar products during their shopping trips.
Throughout the campaign, continuous monitoring and optimization were conducted to ensure optimal performance. By closely tracking key metrics and making data-driven optimizations, we refined targeting parameters, adjusted ad placements, and iterated on ad creatives to maximize the campaign's effectiveness.
In conclusion, our collaboration with Nuud Chewing Gum successfully utilized digital media to gain awareness and consideration for their omni-channel distribution model. Through the implementation of geo-targeted ads and strategic targeting of existing shoppers, we achieved increased brand visibility and engagement, ultimately driving growth and expanding the customer base for Nuud Chewing Gum in both online and offline channels.
Lily Shanahan, Brand Manager
Growth Spin act like an extension of your team. They really care about the success of your brand and work collaboratively.