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How Standard Foods increased revenues with new Lutein Drink campaign

 

Taiwan’s Standard Foods didn’t only want to launch a new product, it was essentially entering an entirely new category with its Lutein Drink.

Despite Lutein being shown in scientific literature to help support eye function and healthy vision, most consumers take it via capsule of softgel format.

This means the company, utilising Verizon Media’s data, technology, media and creative solutions, had to communicate the concept of consuming lutein in beverage form, as well as striving to increase revenues via the Yahoo Shopping online platform.

Background
Set against this challenge, the team at Verizon Media identified four key campaign objectives.

Firstly, Verizon Media had to emphasize the importance of good eye care, especially among the growing number of consumers who are exposed to blue light from digital devices.

Secondly, Verizon Media had to align this with the proven scientific benefits of lutein intake – namely better eye function, but also eye structure, along with the nourishment benefits of the drink.

Thirdly, Verizon Media wanted the consumption of Lutein Drink to become a daily occurrence, and not a one-off trial.

Last but not least, there was a need to focus on a target audience that was most likely to contribute to an online sales boost via Yahoo Shopping.

Therefore, the platform decided to focus on consumers, aged 25 to 64, who were likely to be deficient of Lutein intake, and who had displayed a previous demand for eye health products and other supplements.

Bearing in mind that Lutein Drink was a relatively new product, it was clear a comprehensive optimization strategy would be crucial to maximize sales.

Execution
The strategy was three-fold, and spanned data, creative and media. For example, in terms of data, Verizon Media deployed targeted customized audience segments through their AI powered Predictive Audiences, a purchase potential prediction function, on their demand side platforms.

In terms of media and creative, we used eye-catching mobile interstitial adverts to drive traffic to the Yahoo Shopping landing page, and then retargeted these users with display adverts to increase sales revenue and boost the return on advertising spend.

Verizon utilised the latest and most sophisticated targeting technologies to identify the core consumers that were likely to be the most receptive towards the new product, and the campaign.

This included people with an interest in health and wellness, bodycare and previous purchasers of supplements.

In all, Verizon used six different components to drill down into the target audience.

Firstly, the team at Verizon retargeted all the consumers who visited the Lutein Drink campaign site, and those who had viewed or interacted with the campaign content on the Yahoo Taiwan Health site.

They also targeted those consumers who had viewed or purchased supplements through the Yahoo e-commerce platform.

Consumers who had searched for competitor brands were also included, before honing in on the targets they deemed most likely to lead to sales using their DSP artificial intelligence technology.

On the creative front, they worked in unison with the client to deliver multiple messages and design options, spanning symptom awareness, ingredient information and daily consumption.

These were then executed through mobile interstitial adverts to drive traffic to the campaign site, before retargeting those consumers with display adverts to boost the sales conversion rate.

Results
Crucially, return on advertising spend was 90 per cent higher than the original target and sales of Lutein Drink on the e-commerce site were almost double that of the client’s goal.

This was all made possible because the campaign achieved 95 per cent more impressions and 205 per cent more clicks versus target, and recorded an impressive click through rate of 0.30 per cent.

Furthermore, a post-campaign consumer survey found that the biggest motivation for purchase was to alleviate the impact of blue light use – Verizon’s number one objective in relation to symptom awareness.

A total of 61 per cent of consumers highlighted this as their main purchase motivation, far outstripping the second factor was an existing personal care buying habit.

In line with the original campaign objectives, the survey also found that the desire to consume the ingredient lutein was a far big purchase driver, far greater than other issues such as price or ease of use. Furthermore, 64 per cent of respondents said they had gone on to become daily consumers of the product.

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