This unique campaign proved successful between seven different brands!

Objective

The Alliance Campaign included seven brands: Brave Robot, Sweet Loren’s, American Flatbread, Nut Pods, Good Culture, Tattooed Chef, and Super Coffee. They came together to utilize ADUSA’s Fuel Media network to drive sales of various products at select ADUSA locations. The goal of this media channel is to reach and influence shoppers on their way into the store.

The impact was measured using AD Retail Media’s transaction data which is unique to ADUSA locations. In addition to transaction data, the AD Retail Media data also included metrics like new brand buyers and category buyers.

Results

The Alliance Fuel Media campaign achieved $452k in attributable sales and a ROAS of $7.07.

Of the shoppers exposed to the campaign who ultimately purchased the featured brands at ADUSA, 2.69% were new brand buyers. This includes both buyers who were new to the brand but were a previous category buyer, as well as buyers who were new to the brand and the category.

American Flatbread (32%) and Good Culture (28%) represent the highest percentage of brand sales and happen to be more prominently featured products in the campaign, compared to Sweet Loren’s or Nut Pods, for instance

Methodology

Strategic partnerships with AD Retail Media for purchase-level data and Quotient for attribution measurement quantified the impact of Fuel Media on the Alliance Campaign sales. In partnership with Quotient, we measured this impact through a three-step process:

• Capture DOOH Ad Exposure: Collect exposure data through mobile device IDs via impression logs. Exposed mobile devices were captured using a 0.02 mile radius around the gas stations.
• Map Exposure to Loyalty Cards: Find loyalty card shoppers exposed to the Alliance ad.
• Attribute Sales to Media Exposure: Measure total attributable sales and ROAS*.

To learn more about how the AD Retail Media team can amplify your brand, reach out today: Ad.Retail.Media.Sales@aholddelhaizeusa.com.

_{*The results below reflect a 28-day attribution window; 7 and 14 day are available upon request.}