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.
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.