CPG: Moms

AOL Advertising increases CPG leader’s sales 10% by targeting moms

Moms have enough on their plate as it is. So how does a leading CPG brand manage to get their attention, even for a moment? With a smart campaign from AOL Advertising.

Challenge

An industry-leading consumer package goods advertiser launched an online campaign focused on connecting with moms during lunchtime.

Solution

To maximize impact and effectiveness, AOL Advertising...
Leveraged behavioral and life stage targeting solutions to reach the target audience at the right time
Built a large scale, customized AOL premium content sponsorship for the client
Measured the campaign’s ROI by linking online ad exposure to offline sales impact by partnering with Nielsen’s HomeScan panel and utilizing HH level data

Results

AOL successfully delivered brand awareness and offline sales lift among the target audience.
The campaign drove an increase in offline purchase volume (+10%) and purchase intent among the target audience (+11.2%).
The Return on Media Investment was $2.00 per dollar spent.