818 Tequila Case Study: 57% Lower CPA
Breakthrough Campaign
Understanding users’ affinity to the brand yielded huge results.
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.
Strategy
Acquisition
Key Performance Metrics
44%
Below 2022 CPM Benchmark
57%
Below 2022 CPA Benchmark
What we did:
- 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.
Impact:
- Delivered CPMs 44% below the 2022 benchmark during the highly competitive Thanksgiving advertising period.
- Reduced CPA to 57% below the 2022 benchmark by activating first-party, retailer CRM, and lookalike audiences.
- Demonstrated resilient customer demand despite recession concerns, proving that precise audience strategy and seasonal creative could drive efficient acquisition even in a crowded market.
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