To tempt more sweet-toothed shoppers, Valassis suggested amplifying the brand’s FSI ads with digital media.
Using the Valassis Consumer Graph™, we focused on key retailers, candy buyers, and candy coupon redeemers to identify high-opportunity neighborhoods and consumers.
The Save FSI is a strong performer at driving new product trial, so that was the foundation of the campaign. Display ads were aligned with FSI markets where coverage was more than 30% for added reinforcement and engagement. Those ads drove consumers to a hosted landing page with coupons.
The digitally-amplified FSI markets increased dollar sales by 44%, which was 9% higher than markets that only received the FSI.
