Sika Marine, a leading provider of sealants and adhesives for the DIY marine market, partnered with GroundTruth to significantly increase brand awareness and drive sales. In collaboration with their agency partner, Avocado Digital, the campaign aimed to expand Sika Marine's market presence by boosting overall brand visibility and driving foot traffic to retail stores carrying their products.
To achieve their objectives, Sika Marine worked with GroundTruth to execute a multi channel advertising campaign, leveraging mobile, desktop, and connected TV (CTV) media channels.
By combining audience and location targeting, GroundTruth was able to deliver highly relevant ads to potential customers while keeping the effective cost per visit (CPV) low. As a result of reaching their target audience, the campaign was successful in driving visits to retail locations with the product in stock.
Tactical Strategies
To reach key audiences, the targeting strategy included a blend of audience and real time targeting tactics to ensure relevant reach.
Location Audience Targeting
Targeted known in-store and pick-up shoppers built from a list of retail outlets, such as West Marine, that sell Sika. This tactic proved to be the most successful, driving over 90% of total visits.
Custom Audiences
Engaged with third-party, custom audiences such as Boat Enthusiasts.
On-Premise Targeting
Drove in-store demand of Sika Marine sealants and adhesives at an optimal time when the shopper was in-store or within the retail area of a specified location in a list of 10 states. This put the products top of mind and reminded shoppers to view items in-store.
Real Business Results
In a three month long campaign, GroundTruth’s media performance exceeded expectations for both Sika and Avocado Digital. GroundTruth media drove a total of 8,260 visits to retail stores carrying the marine sealant and bonding products, while maintaining a low CPV of just $2.14.
The most effective driver of these visits was location audience targeting, which ensured that ads were shown to individuals who were known shoppers of this client's products, thereby keeping the brand top of mind for relevant audiences.
This campaign also highlighted the importance of precision targeting across multiple screens to create cost efficient strategies for driving brand awareness, leading to more consideration among intended audiences and subsequent conversion through increased foot traffic and product sales.
Omnichannel Spotlight
The campaign integrated mobile and CTV ads to boost in store foot traffic and increase brand visibility.
CTV advertising contributed significantly to in store visits, driving 11% of all attributed visits. With an average Video Completion Rate (VCR) of 96.71%, it was clear that the message was delivered effectively to key audiences.
Combining the broad visual impact of CTV with the hyper targeted precision of mobile, allowed GroundTruth to first capture attention, and then drive action, creating a powerful path to purchase for this product.
By the Numbers
visits
effective cost per visit
total number of clicks across campaigns
We loved working with GroundTruth and found the results to be phenomenal. GroundTruths innovative approach to advertising and their measurement capabilities closed the loop, and allowed us to deliver results we were proud of to the end client. We are particularly happy with the low cost per visit and look forward to a continued partnership in the future.
Nick huhn
Avocado Digital
