CPG

Objectives:

Drive sales for cat food and increase category share among competitors

Targeting:

Consumers who previously purchased the advertiser’s product over the past year

Execution:
  • Identified HHs based on purchase behavior one-year prior
  • Target segment identified within DIRECTV subscriber
  • Addressable campaign created
  • Campaign flight: 2 months
  • Control/exposed methodology
Result:
  • The Addressable campaign drove a +11% sales lift and +16% lift in the average units sold per HH among the target group for the cat food advertiser
  • Resulted in category share growth while the brand’s competitors remained relatively flat or lost share

+11% Lift

+16% Lift

Category Share Change

Dollars

*Case study result may vary and are based on individual campaign factors. AT&T AdWorks makes no performance warranties.
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