The saying 'you don't know what you don't know' was proving an all too real challenge for Coopers and we solved it with an effective digital campaign.
The leading beer brand was trialling its Ultra Light non-alocholic beer in select Queensland ALDI supermarkets where it was being sold as an exclusive 12-pack.
The problem was that consumers didn’t know Coopers Ultra Light was available from ALDI; it was being stocked in the soft drink section which made hard for shoppers to spot.
Our job was to develop a digital advertising campaign to make shoppers aware and that's where our digital expertise kicked in.
We needed to target ALDI shoppers from two very diverse lifestyle groups – young families and older couples – and we needed to reach them within the catchment area of participating stores across Queensland.
To ensure the campaign achieved its objective of raising awareness, we designed campaign creative that was engaging and entertaining to achieve high recall value next time ALDI shoppers were in store.
Using Google Display and Meta ad strategies, we applied a funneling strategy targeting a broad audience with Google Display prospecting ads targeting post codes near the participating ALDI stores.
The initial ads were followed up by a second Google Display prospecting ad campaign targeting specific interest types. We then remarketed to people who engaged with the Google Display ads creating new audience pools to advertise to.
A 'Find Stores' button was added to the first fold of the lading page to improve tracking efficiency and measure how many people interacted with the site.
The digital ads drove people to a landing page we created on the Coopers website listing all the participating ALDI stories in Queensland so people could find their nearest one.
Enhancing the functionality of the landing page functionality helped generate remarketing and look-a-like audiences.
Phase one of the campaign, which focused on participating Queensland stores, created a massive jump in total sales.
Phase two saw extra stores added, including New South Wales outlets, generating another sales surge.
Ultra successful.
