A national cooking oil brand wanted to reach their core consumers to buy more with a focus on their U.S. Hispanic shoppers. This required optimizing their campaigns, refining their audience strategy, incorporating language-inspired creative and testing new channels.
With Epsilon, the brand developed a three-pronged strategy.
Through Epsilon's integration with Circana, the CPG brand tapped into their current, lapsed and category buyer segments to power their media with robust transactional data and layer that data on top of U.S. Hispanic and Spanish speaking audiences while adhering to privacy laws.
By incorporating a mix of Spanish and English language creative, the brand engaged and connected with shoppers in their preferred language.
To drive awareness of the brand and their heart healthy message, they expanded into online video (OLV) which outperformed the benchmark. Overall, the campaign increased ROAS and produced a lift in household penetration.
