91K+
Store visits at a cost per visit that was 85% below platform benchmark
11.9%
Incremental lift in in-store Walmart locations
5.6%
Increase in overall sales revenue for these DMAs
The challenge
Duke Cannon, a leading brand in men’s personal care products, approached Croud eager to grow and expand their footprint in US households. As a challenger brand looking to scale with FDM customers, Duke Cannon tasked Croud with helping them shorten the distance from when consumers saw their ad to when they made a purchase in the physical world. Croud was given strategic leadership of media direction to elevate Duke Cannon’s existing marketing strategy, and ultimately drive revenue.
The strategy
As part of their media planning process, Croud performed extensive audience research using their suite of audience insight tools, and their findings highlighted the need to meet customers in-store. With these critical findings in mind, Croud’s Strategy & Planning and Advanced Analytics teams sought to find the right third-party partner to help Duke Cannon reach their core target audience as close to the point of sale as possible, in order to drive in-store purchases. They ultimately teamed up with GroundTruth, a media platform that turns real-world behavior into marketing that drives real business results, whose robust targeting capabilities would allow Croud to impact buyers in real time, as close to the point of purchase as possible.
The team ran a campaign specifically targeting consumers who fit the client’s core target audience, investing in three isolated test DMAs and holding out media in six similar DMAs, in order to measure lifts in incremental revenue. Bearing in mind that most consumers would have their mobile devices on-site while shopping, Croud’s Strategy & Planning team created mobile-served banners with retailer-specific messaging for Walmart and Target, encouraging users already in the shopping mindset to find Duke Cannon products during their time in store.
The results
Croud’s work completely transformed the client’s business, with 91K+ store visits attributed to the campaign, at a cost per visit that was 85% below platform benchmark. They also saw an 11.9% incremental lift in in-store Walmart locations, and a 5.6% increase in overall revenue sales. With the success of this campaign, GroundTruth is now a part of Croud and Duke Cannon's always-on retail support strategy, driving short- and long-term business impact for the client.
"As a challenger brand looking to scale with FDM customers we asked Croud to help us shorten the distance from when consumer saw our ad to when they made a purchases in the physical world. They answered with GroundTruth as a way to take the same principles that apply in DTC marketing and push consumers down the marketing funnel...It's partners like Croud and GroundTruth that are enabling us to move fast and are helping us scale our business."
Oliver Pérez
Chief Marketing Officer, Duke Cannon
