$1.1M Sales Lift for Rachael Ray's Nutrish After Retargeting Campaign
In 2017, Euromonitor International Limited reported that Nutrish, Rachael Ray’s pet food brand, was “the fastest growing US Pet Food Brand among brands in excess of $200 million in annual sales in 2016.”
Now, Nutrish remains a fast-growing player in the pet food market.
According to Grand View Research, the industry is projected to reach nearly $100 billion by 2022.
Nutrish was working within a smaller advertising budget than some of its larger competitors, but it found a way to drive sales by teaming up with Tremor Video DSP. This evolution of their marketing campaign involved retargeting ads to the mobile devices of second-screen viewers-- those likely to look away from traditional TV, or never turn it on at all.
The adoption of this strategy comes on the heels of an IAB report noting that 90% of smartphone users recall seeing mobile ads within the first few days of viewing. The data prompted Nutrish to allocate more of their marketing budget in a mobile-focused direction. "Keeping top of mind amongst competitive set is hugely important," Abbey Thomas, CMO of Tremor Video DSP, told Mobile Marketer. "Even if a brand can't spend what its competitors are spending on TV, we can help them own the personal device screen, own the TV retargeting screen and jump out and grab people's attention."
And so far, Nutrish is finding success with this method
The company has seen a 10% sales lift for $1.1 million in incremental sales, with 90% of incremental sales coming from past customers. However, there has been some pushback against this kind of retargeting in ad campaigns. Earlier this year, a Nanigans survey found that 83% of marketers think retargeted ads have been given credit for sales that would have happened without the ads, with 75% of retail marketers unable to measure whether sales attributed to retargeting would have happened organically.
Tremor Video DSP, in response, points to the $1.1 million sales lift found by Nielsen Catalina to prove the efficacy of retargeting. Nutrish’s ads were specifically retargeted to those viewers who see ads for the retail chain, and so far this year, there has been a 29% increase in foot traffic to PetSmart by viewers of Nutrish video ads. As part of their strategy, Nutrish is targeting “multitasking, mobile, busy women”, and is directing much of its efforts toward advertising during live events. The company targeted viewers of the 2018 Winter Olympics with a long-form, 60-second ad and saw more than 50% completion rates to live viewers.
In addition to elevating its marketing campaigns, Nutrish plans to partner with PetSmart and make its products available for brick-and-mortar shoppers. Its parent company, Ainsworth Pet Nutrition, was recently acquired by J.M. Smucker, which is making efforts to focus on the lucrative specialty pet food market. Smucker said before the acquisition that it expects the privately held Ainsworth Pet Nutrition to contribute $800 million in net sales and $25 million in annual cost synergies in the first full year after the acquisition closes.
Despite any murkiness surrounding the efficacy of retargeted ads, it seems clear that greater success is possible by increasing the amount of resources designated for mobile viewers.