The Challenge
The American Dairy Association of the North East (ADANE) wanted to expand awareness of milk’s benefits, gain shopper feedback and drive sales during the Olympics at a targeted retailer.
The Experience
CitrusAd x Dabbl
The got milk? team directed links from their CitrusAd retail media banner ads on ShopRite's website and app to a Dabbl experience that also lived on the retailer's properties.
Shoppers engaged with a got milk? 30 second “You’re Gonna Need Milk for That” video, branded interactive puzzle, trivia and consumer feedback survey questions. This Olympic-themed content was designed to demonstrate the link between nutrient-rich milk and athletic performance in a fun way.
A Loyalty Card "Thank You"
As a "thank you" for their time and attention, shoppers also received a bit of extra cash added to their linked ShopRite Price Plus loyalty card.
Call To Action
Finally, the digital experience offered a call to action reminding shoppers that got milk? was an official Olympic sponsor and encouraged them to shop now for milk. Tapping this would take shoppers to a special, multi-brand category page on ShopRite's online store.
More Info
- 4 Activities per experience, including Video, Puzzle, Trivia, Multiple Choice activities.
Results
per Experience
A More Complete Shopper Journey
The got milk? team was able to launch an easy-to-execute creative campaign using existing brand content. This gave them the ability to easily deliver a cohesive ShopRite shopper journey from awareness via CitrusAd banners to deep retail media engagement via the Dabbl experience and measure performance from both in-store and online purchases at ShopRite.
Deep Engagement
Shoppers spent a long 75 seconds engaging with the campaign, which filled 100% of their screens. This was complete, interactive engagement.
Driving Sales
And this deep engagement helped deliver results. During the key performance period of the activation, the team saw a 5:1 ROAS in-store and online sales from those shoppers who engaged with the Dabbl experience.
In-store Sales Measurement
And by amplifying their CitrusAd campaign with Dabbl, the team was also able to measure performance beyond online sales and get insights into in-store sales results as well.
"Dabbl was so easy to work with and since they allowed us to be very creative with our content, we decided to give it a chance. We were rewarded with a very successful campaign with one of our largest customers."
CitrusAd + Dabbl
CitrusAd x Dabbl = shopper reach, deep engagement, good will, sales growth and both in-store and online sales measurement.
A great combo. Kinda like milk and cookies. 😃
