Mariani Nut Company Case Study

An average 55 seconds of engagement drives a +124% lift in awareness in key markets for product launch
Mariani Walnutmilk experience

Challenge

Over the course of three decades, the Mariani Nut Company has produced quality walnuts within the California region. The company has grown to be one of the largest, privately-held, walnut and almond processors in the world.

In 2018, they introduced a line of refrigerated walnut milk products in the plant-based milk category. Mariani Nut needed to promote product awareness in key markets and collect valuable consumer insights about flavor preferences.

Experience

Mariani Walnutmilk experience

The Mariani Nut Company used Dabbl's mobile engagement platform to educate users about nutritional benefits and flavors through a series of trivia, multiple choice, this or that rich imagery comparison and video activities.

Because brand awareness was a large component of success for this program, Dabbl also conducted a brand lift study which highlighted five main areas to those who engaged with the experience vs. those Dabbl users who did not engage.

Results

55 sec
Avg Time Spent
per Experience
Dabbl Avg 35 sec
4.4 of 5
Experience
Satisfaction
Dabbl Avg 4.4
10,000
Completions in Key Markets
Completed Geo-targeted Experiences in Key Markets
+20%
Purchase Intent Lift
Consumers Completing the Experience Expressing Intent to Purchase. Exposed vs Non-exposed.
+124%
Brand Awareness
Exposed vs Non-exposed
+147%
Ad Recall
Exposed vs Non-exposed
+55%
Brand Favorability
Exposed vs Non-exposed
+124%
Brand Awareness
+147%
Ad Recall
+55%
Brand Favorability
Exposed to Dabbl experience
Non-exposed

Brand Impact

The brand saw a +124% lift in those aware of the brand, a +147% lift those recalling the ad and a +55% lift in those favoring the brand.

Additionally, the brand experienced a +27% lift in those willing to recommend the brand and +20% lift in those intending to purchase the brand, comparing those who engaged in the Dabbl experience versus those who did not.

Engagement

The impressive brand impact results were the outcome of a high level of quality engagement.

The Mariani Nut Company reached their key target market and generated 70,000 engagements, including completed video views, stating of preferences and other interactive engagements via 10,000 completed Dabbl experiences.

Consumers spent an average time with the brand experience just shy of one minute, a full 20 seconds more than the average 35 second average of Dabbl brand experiences.

Findings

Additionally, the Mariani Nut Company also found that:
  • 96% of consumers liked the new Mariani Walnutmilk video.
  • 93% of consumers said they would choose one of Mariani Walnutmilk’s varieties.
  • The majority of consumers noted that the low ‘2g of sugar’ is the most important nutritional benefit of Mariani’s Walnutmilk.
  • 3.7% click-through rate to Mariani Walnutmilk’s recipes landing page.