Poland Spring Wins in the Northeast With Fyllo Marketing Solutions | Fyllo

Poland Spring Wins in the Northeast

$8.20

ROAS

92.48%

VCR

2.3%

Lift in Brand Awareness vs. Benchmarks

4.7%

Lift in Brand Consideration vs. Benchmarks

Goals

  • Maintain strong market share in the Northeast and reach new consumers

  • Reinforce “Fueled by Nature” brand messaging

  • Focus on better understanding the top performing audiences and channels

Approach

  • Targeted campaign focused on the Northeast

  • Activate Fyllo Infused Audiences and conquesting segments

  • Leverage a broad, omnichannel methodology

“We came to Fyllo with two objectives: reach new consumers and measure impact faster. And they over-delivered on both.”

Christi Lazar

Marketing Director, Blue Triton Brands

After acquisition by BlueTriton Brands in 2021, the management team needed to ensure the Poland Spring brand maintained market share in a key DMA while also reinforcing its brand messaging.

To meet this challenge, Fyllo created custom segments comprised of first-movers
with a progressive mindset and a propensity to buy via Fyllo Infused Audiences
related to fitness.

An omnichannel strategy was used to reach consumers across their device and in different environments.

The campaign outperformed historical brand and campaign benchmarks:

  • Brand Awareness 2.3% over average on an already high base

  • Brand Consideration 4.7% over average

  • VCR of 92.48% over the benchmark of 85%

Consumers reached by the campaign strongly associated the "Fueled by Nature" messaging with the Poland Spring brand by showing positive lift in lower frequency bands. ROAS metrics were strong throughout the campaign. Each subsequent week
of data resulted in improvement, culminating in ROAS of $23.70 in the last week and overall ROAS of $8.21 with 33M+ impressions.

Targeting against a more precise geographic area of only the Northeast enabled focused messaging that drove strong brand and sales metrics - and demonstrated success in maintaining strong market share within that same DMA. Fyllo identified top audience segments by engagement, as well as the best channels to engage with those segments across platforms and publishers.

To learn more about Fyllo Infused Audiences, email sales@hellofyllo.com.

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