How could a leading CPG orange juice brand maximize consumer demand among Millennial Moms?
Digilant deployed a programmatic advertising strategy that leveraged mobile app audience data and insights made available through PushSpring, a mobile app audience data provider, to create a custom audience of potential orange juice purchasers. This custom audience was made up of Millennial Moms who share the following behaviors and interests:
- Shopped at Trader Joe’s, Whole Foods, Kroger or Costco
- Have mobile apps such as Pinterest, Parents Magazine, or Family Locator
To measure audience responsiveness and campaign performance, Digilant generated a custom attribution report to report on brand lift and purchase intent. In addition, the Digilant and client teams created a five question survey to gauge the following: intent to purchase, brand consideration, spending habits, and more. Survey responses were then broken down by audience demographics resulting in a better understanding of target potential orange juice purchasers and audience-optimized programmatic advertising strategy.
In conclusion, these insights led to a successful programmatic campaign; we achieved the highest CTP from Millennial Moms – hitting the target audience requested from the client.