Like many brands, growth for BOOMCHICKAPOP was achieved largely through rapid gains in new regional distribution. FRWD’s challenge was to go beyond support of new customer growth via owned channels, and create scaled media programs to simultaneously drive new audience awareness and drive foot traffic in-store. Not only did these initiatives have to tie to digital engagement metrics but to direct sales lift.
In more than 1,500 individual market level tests, FRWD learned a significant amount regarding creative and media mix to drive optimal return. This challenge fit the profile of FRWD’s proven new market or new product accelerator methodology combining a mix of video, mobile, social, desktop and in-store media tactics as the creative met the consumer throughout their decision journey, leading to a 94% sales lift purchase intent verse banner-only usage.
Delivery of seamless, sequential creative and media programming, targeted first to the Portland DMA.