Cooler Success
During Saturday and Sunday of the Big Game weekend, a leading adult beverage brand owned the pregame moment in store as consumers were stocking up for the Big Game by expanding their omni-channel Big Game campaign in store.
+21.6%
Incremental sales lift
+26.7%
Incremental transaction lift
+20%
Share growth in test vs control stores
The Story
The Big Game is the ultimate cultural moment, as family and friends gather to enjoy the game and the newest and best advertising campaigns. For years, the adult beverage brand has been a key player in the Big Game with their historic commercials capturing the hearts and minds of consumers.
The Objective
The adult beverage brand sought to expand their integrated omnichannel marketing campaign into stores to capitalize on the pregame moment as consumers head to stores to stock up before the Big Game. They wanted their brand to be the brand of choice and win at the point of decision.
The Solution
The brand turned to CoolerX (formerly known as Cooler Screens) – the world’s largest in-store digital retail media platform – to provide an unmatched engagement opportunity in stores as consumers stocked up before the Big Game.
They leveraged striking in-store placements, compelling Big Game-themed messaging and multiple placements across the adult beverage category throughout the entire CoolerX’ multi-retail network during the Saturday and Sunday of the Big Game weekend. Serving real-time, contextually-relevant brand content at the moment of product selection allowed consumers to make better choices as they were preparing for the Big Game.
Big Ads: As customers approached the aisle, they were met with vibrant brand stories to capture their attention.
Banner Ads and Spotlight Ads: To deliver further brand visibility and drive top of mind awareness to shoppers during their moment of truth, compelling top-of-door and eye-level placements attracted customers as they approached the coolers.
Labels & Pricing Promotions: To increase purchase consideration and buyer conversion, planogram displays highlighted product, pricing and promotions information.
The Result (Cooler Impact)
The adult beverage nationwide campaign delivered over 3M verified views and drove an 8.1% incremental sales lift across the program – in a category which has consistently experienced double digit sales declines over the past year. The company’s Brand A products experienced a 14.1% incremental sales lift, while Brand B’s products had a 7.7% incremental sales lift.
CoolerX’s 1st party closed-loop data and attribution provided the brand insight into consumer behavior from traffic through conversion. Consumer attention is measured by the dwell time of a consumer in front of the door, which was 14.0 seconds for the brand as consumers were preparing for the Big Game. Of the consumers in front of the doors, 7.9% were engaged by opening the door and 8.6% selected the brand’s product. The brand’s Own the Moment campaign resulted in engagement, purchase and conversion increases vs a prior test period. CoolerX’s full conversion funnel provides the brand valuable insight into how consumers engage with and respond to in-store media.
