A leading breakfast cereal brand that wanted to reach new buyers leaned into Roku’s partnership with Kroger Precision Marketing (KPM), which brings shopper data from America’s #1 grocer to America’s #1 TV streaming platform.
In a very competitive breakfast cereal industry, the brand struggled to attract new cereal category buyers among competitors.
To capture more market share in a competitive CPG category, the brand partnered with Roku and utilized Kroger’s shopper data to more precisely deliver streaming ads to their key audiences. The brand leveraged Kroger Precision Marketing's first-party segments to reach current and lapsed brand shoppers with video ads on the Roku Audience Network.
The CPG brand was able to measure the impact of their TV streaming campaign on sales. The cereal brand’s campaign successfully increased sales.
Households exposed to the TV streaming ads spent 5.3x more than the average Kroger household.3 The brand achieved a 13% lift in sales from the brand’s lapsed buyers and a 27% lift in sales from cereal category buyers.
“This campaign demonstrates the value we bring to brands through Roku and Kroger Precision Marketing's partnership. By taking advantage of Kroger’s shopper data, the brand was able to achieve significant sales lift among new buyers." - Alannah Pawlik, Senior Marketing Lead, CPG, Roku
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*1 Roku Internal Data, 2021
*By hours streamed (Hypothesis Group, Oct 2021)