Cooler Success
Unilever’s Ben & Jerry’s brand drove 13.5% incremental sales growth by connecting with in-store shoppers
+13.5%
Incremental sales lift
$9.69
Attributed ROAS
16MM
Verified impressions
+15.9%
Brand unit share
The Story
Ben & Jerry’s is a well-known brand with positive brand equity but must compete in a crowded, novelty-driven category. While loyalty-based purchases contribute to sales volume, the audience needs consistent reminders of why they love the brand and an introduction to new and seasonal flavors that might spark interest and purchase.
The Objective
The brand wanted to generate awareness and drive trial while achieving a positive ROAS. To reach their goals, they sought to connect with shoppers at their moments of decision in store aisles to inspire incremental purchases.
The Solution
The CoolerX (formerly known as Cooler Screens) data science team developed a “high intent” model to predict when and where discovery moments were most likely to happen. They developed a plan to maximize impact and efficiency by reaching 100% verified viewers: shoppers who are paused in front of the screens for 1+ seconds considering their choices.
Ben & Jerry’s creative was fun and immersive in keeping with their iconic image and brand personality. By using CoolerX’s high-resolution screens to deliver large format “big ads” as people approach the coolers, as well as banner and spotlight ads during consideration, the brand delivered a powerful reminder of everything that is great about Ben & Jerry’s—big flavors and surprising combinations. Just as Ben & Jerry’s stands for “Surprises and Delights,” CoolerX’s technology brought delight to life in stores, precisely in moments of decision for ice cream buyers.
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 brand’s investment was 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 16MM precisely targeted shoppers in prime moments when people think about ice cream with 13MM+ big ad and 2.5MM spotlight verified views.
- The campaign generated a 13.5% incremental sales lift for promoted products, demonstrating the campaign’s ability to drive trial and immediacy.
- Unit share grew by 15.9% for the brand overall, suggesting that many impulse buyers shifted their preference toward Ben & Jerry’s at the moment of decision.
- The campaign was highly efficient with a $9.69 attributed ROAS, validating the strategic recommendation of a precisely targeted reminder campaign to convert brand love into immediate sales.
Learnings
Unlike other media options, CoolerX can reach the right audience at precisely the right moment at the point of decision. By targeting moments of prime ice cream consideration, based on store sales patterns, the platform drives strong sales with carefully managed investments.
To learn more about these solutions for your brand, contact letstalk@coolerscreens.com.