Creative Agency Partnership Case Study

Introduction

MJR Creative Group is a leading full-service creative agency for the food, wine, and agricultural industries. One of MJR's premier clients - Sunkist - tasked MJR with developing a brand strategy and multi-channel advertising plan to increase awareness, brand preference and in-store purchases for over 40 citrus varieties. MJR selected PrograMetrix to serve as its partner to plan and execute the performance-based programmatic campaign for the client.

Campaign Objectives

- Raise brand awareness

- Increase brand preference

- Increase purchase intent and retail store sales

Solutions

- Provide access to a cutting-edge ad tech stack

- Leverage 1P retail shopper and purchase data from Walmart, Kroger, Costco and Albertsons

- Implement geofencing and location retargeting tactics around store locations

- Link advertising exposure to actual sales data using Circana's 3P closed-loop measurement solution

Campaign Results

The partnership allowed both agencies to focus on their core services to ensure a successful launch and real business outcomes for Sunkist. PrograMetrix implemented a data-driven programmatic campaign that exposed the Sunkist brand and varietals to over 6 million citrus consumers.

- Tracked over 112,000 in-store purchases after campaign ad exposure

- Average CPA of $0.88

- Average cost per purchase of $2.19

- Sunkist achieved a 4X ROAS (which continues to grow)