Feb. 20, 2018 – New York, NY — AdTheorent, Inc., an advertising technology company using data, predictive targeting and machine learning to provide competitive advantages to marketers as measured by real-world business outcomes, and Haberman, a full-service marketing agency, today announced campaign results from the Daiya Foods “Always On” mobile advertising campaign. The primary goal of the campaign was to drive purchase intent within Daiya’s predefined plant-based audience demographic related to Daiya’s dairy-free, gluten-free and soy-free food products. Secondarily, Daiya sought to introduce its brand and products to new audiences receptive to its message and offerings in order to increase trial and awareness.
Daiya’s “Always On” Campaign Results: Fueled by Data and Predictive Audience Targeting
To achieve these goals, AdTheorent leveraged custom machine learning models to predictively target health-conscious and other in-demo consumers with the highest probability of taking certain specified purchase-intent actions. Additionally, AdTheorent utilized geo-contextual patterns to build predictive models intended to identify consumers most likely to engage.
The Daiya “Always On” campaign creative was conceived to be an immersive ad experience that easily and beautifully allowed the user to learn more about Daiya’s products and locations for purchase. The user experience flows from an initial rich media banner that expands into a full page rich media unit showcasing a product carousel, along with product photos, information and a store locator feature. The creative and products featured were updated quarterly to show seasonality and keep engagement high and avoid creative wear-out.
The campaign, which ran from March 1 through December 31, 2017, was successful both in terms of driving engagement (through intent to purchase actions such as visiting website, product gallery and store locator), as well as uncovering and reaching new audiences. The campaign’s engagement rate was 1.41% — 139% higher than industry average — and secondary engagement rate was 6.9%. The campaign featured an average of 1.7 rich media actions per engagement and users spent an average of 8.6 seconds within the unit, indicating that the ads were well targeted and the creative was immersive.
The top three secondary actions directly supported the initial campaign objectives (driving awareness and purchase intent):
- Visiting the product website for additional information
- Viewing the product gallery
- Store locator
“Daiya’s portfolio of plant-based options offer lifestyle benefits to consumers in ways that dairy doesn’t, and we have seen a huge demand for better tasting plant-based products. Our goal with this campaign was reach these plant-forward foodies and educate them on Daiya’s products, ultimately driving purchase,” said Nicola Shaw, Director of Marketing for Daiya Foods. “AdTheorent’s predictive audience targeting delivered on our campaign goals, and also provided unique insights into emerging target audiences. We are thrilled with the results of the ‘Always On’ campaign.”
To view the Daiya “Always On” campaign, click here.
AdTheorent is a machine learning-powered predictive advertising company, utilizing machine learning and advanced analytics to connect advertisers with their optimal audiences, at scale. AdTheorent’s Data Science team leverages an award-winning machine learning platform connected to a Cross-Environment Map consisting of 600MM devices across 90MM US households. AdTheorent’s platform combines millions of data attributes into custom models to drive campaign results, far outperforming industry standards, to predict and identify users most likely to engage with an advertiser’s message. AdTheorent’s Studio A\T creative organization helps advertisers develop the most effective creative assets, content and technology solutions to engage with audiences. AdTheorent’s award winning attribution division – MRC-accredited Barometric – provides attribution solutions based on real-world outcomes. For more information, please visit adtheorent.com.
Haberman is a full-service agency with a clearly defined mission—to tell the stories of pioneers who are making a difference in the world. Storytelling unites the agency’s work—from strategic planning to creative execution—across all channels including branding, advertising, public relations, digital and interactive, social media and grassroots engagement. Haberman specializes in helping pioneers in a variety of industries, including food, health and technology. As modern storytellers, the agency team helps organizations generate revenue, inspire engagement and drive positive social change. For more, visit www.modernstorytellers.com.
Daiya Foods was founded in 2008 out of a love for food and a commitment to healthy living. Today, as an industry leader and one of the founding members of The Plant Based Foods Association, Daiya remains passionate about celebrating delicious food that is dairy-, gluten- and soy-free. Its line of plant-based foods features Greek Yogurt Alternatives, Pizzas, Cheezecakes, Cream Cheeze Style Spreads, and wonderful cheese alternatives, including Blocks, Shreds and Slices, available in the dairy case and freezer aisle. Daiya also recently expanded its offerings to include shelf-stable products like its Cheezy Macs, Dairy-Free Dressings and Cheeze Sauce. Daiya’s selection of deliciously plant-based foods can be found in more than 25,000 grocery stores in the U.S., including Whole Foods, Kroger, Safeway and Publix, as well as most natural food retailers. Daiya’s products are also available internationally in Australia, Sweden, Mexico, and Hong Kong, among others. For more information about Daiya, please visit www.daiyafoods.com, become a fan on Facebook or follow us on Twitter and Instagram.