How did a PopCorners use Facebook to support product launches across different grocers and membership clubs?
First launched in 2008, PopCorners is a better-for-you snack brand that develops and markets a line of non-GMO, made from the highest quality clean and simple ingredients, and then air-popped to make a wholesome, tasty, crunchy chips. The brand is available through its online store, Amazon Marketplace, and in stores across the US, including Costco, Sam’s Club, and Whole Foods.
The Goal
Increase awareness and purchase intent for PopCorners products, most specifically, Flex and Flourish.
- PopCorners wanted to increase brand awareness and consideration of new products among US snack shoppers.
- Increase purchase intent of products. Their primary goal of the campaign was to exceed a .07% CTR benchmark.
The Strategy
PopCorners partnered with Digilant to plan and execute a social campaign on Facebook to raise awareness of the snack brand among health-conscious consumers in the US. Digilant’s team formed a strategy that was geo-targeted to align with creative that promoted new PopCorners Flex and PopCorners Flourish products at specific grocers. In addition, Digilant funneled traffic to product-specific landing pages and to the “where to buy” location finder.
Ads were targeted to audiences that consisted of US adults aged 18 and over who were health-conscious, healthy snack buyers, and healthy beverage buyers. Ads were placed in the Facebook New Feed, Instagram Feed, and Instagram Stories.
Throughout the campaign, audience targeting and ad placements were optimized to shift the budget to reach the most responsive audiences across the highest performing ad placements.
The Results
The strategy exceeded the PopCorners’ goal, hitting a CTR that was 7X the previous benchmark.
- Link Clicks Overall 0.49%
- Link Clicks Product/Brand Targeted 0.47%
- Link Clicks Retail Targeted 0.53%
In addition, this paid social initiative helped grow PopCorners’ sales by 40% in 2019 and contributed to making PopCorners one of the fastest-growing better for you snack brands.
The Digilant Team is a strategic, responsive and results- oriented team. They jumped in as we were getting our first campaign up and running and delivered incredible results. It’s a pleasure partnering with them. – Barbara Reilly, PopCorner’s CMO