Leveraging the technology of partner InMarket, Bob Evans Farms was able to promote a new product at the point of purchase and while shoppers were entering and in stores, critical touch points during the shopping journey.
Objective
Bob Evans Farms tapped InMarket to promote the launch of its new Mashed Cauliflower product, alongside its portfolio of offerings, engaging shoppers throughout their purchase process. Through InMarket's 360-degree marketing intelligence and real-time advertising platform, Bob Evans built a comprehensive top- and bottom-of-the-funnel digital marketing strategy that included InMarket's predictive audiences and real-time geo-contextual technology to drive brand awareness, consideration, and sales cost efficiently and effectively. With InMarket, Bob Evans drove new product awareness and portfolio sales among target audiences including frequent "sides" purchasers and loyal shoppers at select national grocery chains.
Target Audience
The target audience for the effort included frequent "sides" purchasers, loyal shoppers at select national grocery chains, and health-conscious consumers seeking quick product details in-store.
Creative and Media Strategy
Bob Evans worked with InMarket to engage customers using an immersive advertising campaign that encouraged viewers to click through the ad to view the perfect meal. The creative provided shoppers with key product information and allowed them to experience new Bob Evans table-top dishes alongside their old favorites, allowing Bob Evans to serve critical information to customers in a compelling way that kept the Mashed Cauliflower product top of mind throughout their shopping experience.
With the help of InMarket, Bob Evans was able to present an optimized, real-time campaign to engage shoppers throughout the purchase process. InMarket's tools were able to prime and engage target audiences at peak times when they were most receptive to messaging, prior to their next shopping trip, ensuring that the Bob Evans brand was top-of-mind during the shopping trip. Exclusive, high-impact, one-to-one ads were delivered at the point of purchase or while shoppers were entering and in stores, critical touch points during the shopping journey.
The campaign drove click-through rates up to 5.31 percent (8.9 times the industry average).
A Sales Lift Study from Pathformance, an independent third-party campaign measurement solution, assessed the campaign's impact and found the campaign sparked an impressive 6.3 percent sales lift, a $966,000 increase in incremental sales, and a $6.44 return on ad spend per customer.
