Turning Media Investment Into Measurable Grocery Sales

CHALLENGE

Lightlife, a maker of vegan and vegetarian foods and meat alternatives, wanted to understand whether paid media could do more than build awareness. Could it measurably increase product sales in grocery stores?

STRATEGY

Using sales data, we identified two test and two control markets to measure incremental impact. An integrated digital campaign used display, native, streaming and video to reach existing customers, competitor shoppers and health-conscious consumers, with targeted messaging delivered in and around grocery environments and at key purchase moments 

IMPACT

The test demonstrated a measurable connection between paid media and retail sales, generating:

RESULTS
7% YoY sales increase in test markets. 

33.4 Million impressions

700,000+ completed video views

0.25% aggregate click-through rate