NatureSweet
Diversified media mix implementation allowed ad products to work in unison and successfully influence tomato purchasers.
Challenge
Smiths Agency was searching for a digital partner to identify and activate an optimal digital media mix recommendation for its client, NatureSweet. The CPG brand had been experiencing difficulty generating brand awareness and purchase consideration for its line of tomato products within the crowded fresh produce category.
Success
With the addition of Captivate and an optimized media mix in place, KORTX and Smiths Agency achieved the KPI benchmarks for NatureSweet. The updated media strategy unified all ad tactics on the campaign and ensured that the brand maximized CTRs, CPVs, viewability and brand study applicants. The VCR benchmark of 80% was exceeded by all video tactics and a Nielsen study confirmed positive brand lift, resulting in a KORTX partnership extension for phase two of the campaign.
Results
4%
Captivate rich media brand lift
0.20%
Overall campaign brand lift
