Halfday Jumps On Gopuff’s New Ads Platform
The beverage market is a crowded place, and emerging brand Halfday is getting more serious about conversions.
The better-for-you iced tea brand will be an early user of the new ads platform from fulfillment and commerce provider Gopuff. Designed to share insights for objective-based buying and audience targeting, the platform accounts for individual consumer behavior, previous purchases, and localized product popularity, according to Gopuff.
It reportedly draws from 10 years of historical data and leverages AI and machine learning models to analyze 1,000-plus real-time variables.
Halfday, which is an existing Gopuff partner, intends to use the retail media platform for new-to-brand targeting to drive incremental sales, Jess Bieber, director of e-commerce, tells CGT.
“We need to lean into platforms that prioritize relevance with its consumers and can help serve ads to the right audiences at the right times,” she notes.
Investment Expectations
As a newer brand in a crowded market, Halfday expects the investment to help them unearth from the pile of traditional beverage brands with deeper pockets. It will also help identify and engage with the consumers who are most likely to convert through relevant content, says Bieber.
Gopuff says its shoppers skew younger, and it has the benefit of reaching consumers during hours that traditional retailers aren't open.
“The Gopuff consumer is willing to try new things and switch between brands,” says Bieber. “We want to use that to our advantage and lean into ads to make sure we are front-and-center during their consideration and buying phases.”
Halfday also expects the insights will help them run more effective campaigns on and off the Gopuff platform to grow sales and market penetration, and Bieber expressed optimism about when they’ll see results within their trial and awareness efforts.
Halfday is also partnering with Gopuff for a strategic sampling initiative in targeted markets later this fall.
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