Inspiration
Our campaign makes every aspect of her shopper journey worth celebrating; Stop & Shop empowers her by weaving small moments of celebration throughout the planning and shopper experience.
Using both programmatic video as well as a direct partnership with YouTube, we were able to align our videos with the premium content she enjoys as well as hyper-target her regardless of content or device. Similarly, we partnered with Pandora and Spotify to connect across personal devices, home and car.
To bridge the gap between inspiration and in-cart, paid social brought to life the simplicity of Stop & Shop’s e-comm option.
Preparation
Programmatic and Native Ads: allowed us to reach our shopper as she is exploring food, parenting & lifestyle content on premium publishers.
We used hyper-targeting and GumGum’s machine learning technology to identify the most contextually relevant content and delivered elegant ads that organically inserted Stop & Shop into her digital day—offering her a non-intrusive value exchange.
Paid Social broke through the clutter by providing her with inspirational content with thoughtful and personal messaging.
Mission
Building off the insight that our shopper is always on the go and turns to apps to assist with daily tasks, we partnered with Waze to stay top of mind in contextually relevant moments while she is out running errands and direct her to her nearest Stop & Shop location.
Evergreen creative has taken a more supportive tone—helping
Stop & Shop customers adjust to their new stay-at-home lifestyle by providing helpful tips and top performing recipes.
ONLINE VIDEO
WEB BANNERS
Response to Change
Quickly responding to our new-normal, we created a central hub of COVID-related informational content for customers and associates. Traffic is driven to the experience through display, OLV and audio creative. We also implemented SEO best practices to ensure strong organic ranking COVID-19 plunged the grocery industry into the limelight. Stop & Shop is suddenly an “essential business” facing unprecedented demand and attention.
Transforming The Neighborhood Grocer Results
We built a robust measurement approach, which uses data to make strategic decisions across their entire marketing ecosystem. Not only has Stop & Shop been able to shift the perception of their brand, our digital campaigns have had a positive impact on bottom line performance.
PAID MEDIA REPORTING
Brick & mortar, eComm, loyalty, and acquisition campaigns, including a weekly dashboard.
Reporting includes efficiency metrics, site traffic, eComm conversions etc. for all digital and paid social media including results by site, audience, creative, tactic and DMA
- Foot traffic reporting
- Ad Effectiveness/Brand lift reporting
- MTA reporting
CROSS-BANNER REPORTING FOR AHOLD
SOCIAL LISTENING: USING SPRINKLR AND YEXT
Return on Investment
Return on Engagement
12%
Lift in Purchase Intent
29 Million
Impressions
10%
Lift in Online Ad Awareness
15.7 Million
2020 YTD S&S Store Visits
14%
Lift in brand perception that “Stop & Shop Makes It Easy”
+26.3%
Foot traffic lift rate (288.6K incremental store visits) driven by our digital media efforts, well outperforming the 8.5% industry benchmark
Transforming The Neighborhood Grocer Results
We built a robust measurement approach, which uses data to make strategic decisions across their entire marketing ecosystem. Not only has Stop & Shop been able to shift the perception of their brand, our digital campaigns have had a positive impact on bottom line performance.
PAID MEDIA REPORTING
Brick & mortar, eComm, loyalty, and acquisition campaigns, including a weekly dashboard.
Reporting includes efficiency metrics, site traffic, eComm conversions etc. for all digital and paid social media including results by site, audience, creative, tactic and DMA
- Foot traffic reporting
- Ad Effectiveness/Brand lift reporting
- MTA reporting
CROSS-BANNER REPORTING FOR AHOLD
SOCIAL LISTENING: SOCIAL LISTENING USING SPRINKLR AND YEXT
Return on Investment
Return on Engagement
12%
Lift in Purchase Intent
29 Million
Impressions
10%
Lift in Online Ad Awareness
15.7 Million
2020 YTD S&S Store Visits
14%
Lift in brand perception that “Stop & Shop Makes It Easy”
+26.3%
Foot traffic lift rate (288.6K incremental store visits) driven by our digital media efforts, well outperforming the 8.5% industry benchmark
