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. MJR led the branding and go to market creative strategy while PrograMetrix implemented a data-driven programmatic campaign that exposed the Sunkist brand and varietals to over 6 million citrus consumers.

The team of specialists at PrograMetrix developed custom audience segments comprised of previous citrus purchasers and shoppers using first-party data from leading retail media providers including Walmart, Kroger, Costco and Albertsons. The agency complemented 1P retail data with store-level geofencing and location retargeting to further refine audience targeting. PrograMetrix also engaged its preferred third-party measurement provider Circana to track users who were exposed to the campaign that later purchased Sunkist citrus at the retail store level. By matching transactions on specific Universal Product Codes (UPC codes) to exposed users in the campaign, PrograMetrix was able to provide closed-loop attribution reporting for MJR and its client.

The campaign was deemed a huge success and Sunkist continues to increase its advertising investment evidenced by the below campaign results:

• Tracked over 112,000 in-store purchases after campaign ad exposure
• Average CPA of $0.88
• Average cost per purchase of $2.19
• To date, Sunkist has achieved a 4X ROAS (which continues to grow)

Testimonial Statement

"PrograMetrix is an innovative and data-driven firm that helped us enhance our digital advertising services while delivering stellar results for our clients. We've built a lot of trust in their team and will continue to lean on them as our clients' digital advertising needs grow."

- Geoff Johnston, Account Director | MJR Creative Group

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