Albertsons Performance Media Delivers Success in First Year
One year after its launch, Albertsons Performance Media powered by Quotient is delivering to CPGs as high as two times more return on their ad spend compared to industry benchmarks set by Nielsen.
“Albertsons Performance Media has quickly grown into a powerful way for brands to connect with their loyal shoppers on major campaigns that drive significant sales,” said Karen Sales, Albertsons vice president of national and shopper marketing. “APM has executed 300 campaigns on behalf of 150 CPG companies. We’ve been able to target the right shoppers at the right time and in the right digital places. It has exceeded our expectations.”
PepsiCo is among the companies that have seen strong results. Last summer, Pepsi launched The Pepsi Generations Summer Music Campaign, which highlighted the brand’s rich music history on limited edition retro cans. APM connected locally-relevant Pepsi music assets with Albertsons Cos. shoppers across its 13 divisions and 20 banners. The result was sales that outperformed the rest of the grocery channel during the five-week promotion.
“Our Pepsi summer campaign was a huge success in reaching the right shoppers, driving sales and exceeding all of our engagement benchmarks,” said Stacey Nachtaler, PepsiCo shopper marketing director. “Albertsons Performance Media has been a seamless digital solution for Pepsi running smart, efficient campaigns that garner results. We’re already working with Albertsons and Quotient on additional campaigns.”
Quotient, which is Albertsons Cos. exclusive digital media platform partner, targets millions of shoppers through social media, the grocer’s digital properties and major third-party publishers. Through recent key acquisitions, Quotient has strengthened its offering with new capabilities in social media and e-commerce.
Social Performance Marketing
Quotient’s June 2018 acquisition of Ahalogy, an influencer marketing firm specializing in delivering premium content across social media for CPG brands, has broadened and enhanced APM’s capabilities. With the proven expertise of Ahalogy, APM has done the following in just a few short months:
- Delivered 21 influencer campaigns with 13 brands and four national campaigns, producing over 200 million targeted, verified impressions.
- Activated targeted social campaigns across Facebook, Instagram, Snapchat and Pinterest
- Reached 270 million impressions, 3 million engagements and 700,000 clicks
General Mills turned to Ahalogy and APM when its Oui By Yoplait brand introduced a new product into their line of indulgent French-style yogurts – Oui Petites packaged in petite glass pots.
“With the help of Ahalogy's premium hand-selected influencer network, highly-relevant and impressive content, and a strategic targeted paid media plan, the campaign helped boost engagement and inspire new usage occasions,” said Ed Madden, General Mills sales director, about its Oui by Yoplait brand campaign with Albertsons. “Our campaign exceeded our brand’s impression goal and we had an impressive click-through rate to the Albertsons banner coupon page from our influencer content.”
EnHANCING e-Commerce
Albertsons Cos. is continually improving the customer experience in both the four-walls and no-walls environment. Quotient is helping Albertsons implement sponsored search and product ad placements so brands can make sure their products show up high on the digital shelf when people are searching Albertsons Cos. banner store sites. Quotient added this capability with its acquisition of U.K.-based Elevaate.
“The past year has been a tremendous success for Quotient and Albertsons Cos. as we continued innovating CPG marketing by connecting shoppers to the most relevant media and offers,” said Chad Summe, Quotient’s chief operating officer. “2019 looks to be an exciting year for CPGs wanting to grow their brands through Albertsons Performance Media.”
Send your solution provider news – new products, projects, programs & technologies – to Charlie Menchaca at [email protected].