818 Tequila

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Our client tasked us with finding the right approach to leverage Facebook and Drizly to reach consumers over the busy Thanksgiving holiday. Being the most contested time of the year for ad slots, we had to come up with some unique strategies.


Services

tips_and_updates
Strategy
paid
Paid Media

Approach:

We leveraged exclusive 1st party and retailer CRM audience, including their lookalikes. These included CRM audience segments of past buyers (from Drizly) and 1st Party web engagers. Since this was a season al campaign, we leveraged a seasonal theme and messaging for Thanksgiving. Ultimately, we wanted to test if there was resilient customer demand in the growing fears of a recession, while advertisers were cutting costs to combat this fear.


Results

A change that was made using a data backed hypothesis along with understanding users’ affinity to the brand yielded huge results.

44
%
CPM 44% below 2022 BM
57
%
CPA (cost per checkout) 57% below 2022 BM