BuzzBallz Increases CPG Results With a Retail Media Strategy

BuzzBallz, a ready-to-drink adult-beverage brand, wanted to increase its brand presence, shopper base and ROAS quarter over quarter in the competitive CPG retail space by advertising on retail media networks (RMNs).

GRADIANT developed a holistic media plan, focusing the strategy on retail media networks to drive sales while also building brand awareness and consideration. Leveraging a popular RMN's rich first-party data, we strived to find customers primed for a BuzzBallz purchase through upper- and mid-funnel channels such as connected TV (CTV), audio and display. We pulsed this media to align with key tentpole events such as college sports, seasons and holidays. The ability to measure in-store purchases offered enhanced visibility into our media support's immediate impact and sales and helped us show a direct return on media investment.

Quarter over quarter, BuzzBallz's retail media campaign saw both brand and performance lift. On one RMN, BuzzBallz grew purchase revenue and saw new-to-brand purchasers increase 11%. On another, BuzzBallz unlocked a new audience set for media campaigns: Out of the quarterly order total, new-to-brand customers made up 54%. On yet another, BuzzBallz honed in on lapsed and recent buyers and improved quarterly ROAS 98%!