Nestlé Waters Quenches its Thirst for New Subscribers
In an A/B split test, digital display generates more conversions at a lower cost
Solution Applied
Industry
Food and Beverage
Channel
Digital
Industry:
Food and Beverage
Channel:
Digital
Challenge
Like many marketers, Nestlé Waters’ In-Home Beverage Delivery Program was seeking new opportunities to acquire subscribers online. They needed a solution that would not only generate new customers within their target CPA — but provide proof that audience targeting with digital display is effective.
Solution
Alliant recommended its turn-key digital display advertising solution. Utilizing its transactional, behavioral, demographic and lifestyle data resources, Alliant created a custom model to identify prospects that would respond to the digital offer and remain loyal customers to the Nestlé Waters brand.
Results
The results were positive and definitive: despite any other marketing campaigns conducted during that time period, the consumers exposed to the display campaign produced significantly more conversions than the PSA creative, at 1/2 the cost.
Additionally, the final CPA for the consumer segments converting through the digital program was 36% lower CPA than campaign projection, with most segments ranking 14% below the actual CPA target.
Insight at Work
A digital display campaign proves to be an effective subscriber acquisition strategy
36%
Lower CPA Than Campaign Projection
14%
Lower CPA Than Target Across Digital Efforts