Cooler Success
Unilever’s Talenti brand drove new product trial and incremental brand sales with CoolerX’s intent modeling.
+9.9%
Incremental sales lift
$1.52
Attributed ROAS
57MM
Verified impressions
+7.4%
Brand unit share
The Story
Talenti is an Argentinian-style gelato and sorbetto brand that prides itself on using the finest ingredients and classic slow-cooking process to deliver a true moment of indulgence to consumers.
The Objective
To support the launch of a new line of gelato and sorbetto mini-bars, as well as to continue to support their core gelato and sorbetto jar flavors, the brand needed to efficiently reach an audience of the highest-intending shoppers—those already in the category, planning to make a purchase but willing to switch brands on impulse. And they needed to create an immersive premium experience that reinforced the brand’s indulgent positioning.
The Solution
Using proprietary CoolerX software, which analyzes in-store behavioral data and contextual information, CoolerX’s data science and sales teams helped the brand build an intelligent model of exactly when and where the ideal target audience could be reached. This was used to drive a strategic investment plan to deliver 100% verified impressions at the precise store and time of day,exactly when shoppers were in the mood for an indulgent treat and already in the midst of their decision making.
This was a perfect opportunity to showcase Talenti’s immersive creative experience with large “big ad” formats as consumers approached, as well as banner and spotlight executions as shoppers considered their options and made decisions. CoolerX’s in-store media and merchandising enabled shoppers from discovery of the new Talenti product through to product selection, effectively reducing the purchase funnel to a few feet and seconds.
The media investment plan included a range of executions in grocery (Kroger) and drugstore (Walgreens) channels. By using CoolerX’s innovative “intent engine” to dynamically place and control exposures, the investment could be optimized to achieve maximum efficiency.
The Result (Cooler Impact)
CoolerX developed strict attribution models using time stamped ad exposures compared to proximate sales. In addition, A/B protocols with test and control stores were used to measure incremental sales increases.
- The campaign reached more than 57MM verified and precisely targeted shoppers in prime ice cream locations and moments.
- Time stamp models showed incremental purchases within minutes of exposure, generating directly attributed ROAS of $1.52 for every $1.00 of ad investment.
- Incremental sales lift was 9.9% and overall brand sales were up 2.7% in test stores vs. control. Brand unit share within the ice cream category increased 7.4%, suggesting effectiveness in growing the brand and overall share.
Learnings
CoolerX offers a unique media solution for brands that need highly targeted and efficient campaigns that drive immediate results, such as new product trial and build equity and sales over the longer term. By using CoolerX’s proprietary data models to develop precise targeting plans, brands can be not only effective but efficient with strong ROAS performance.
To learn more about these solutions for your brand, contact letstalk@coolerscreens.com.