ShopRite Babies Relaunch
OBJECTIVE
Build awareness & loyalty of ShopRite as the place to go for baby needs
AUDIENCE
General Market; parents within the ShopRite footprint of 261 stores (skew Women 18+)
CHALLENGE
Encourage parents to shop for their baby needs at ShopRite with the replacement of the BabyBucks program
THE WORK
MethodGroupe used a platform mix of variety mediums; Search, Mobile, Social, Desktop & Email. We generated an additional 144% bonus impressions (from 4.3 to 10.5 mil) as a result of highly efficient bidding tactic – this also resulted in a 40% lowered CPM than planned. Targeting competitor stores like Babies R’ Us generated the highest CTR. Brand specific keywords were important to the SEM portion (i.e. “Pampers diapers” vs. “diapers”). Combination of platforms drove an overall CTR of .25% (Industry Average 0.04%).
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