New-to-brand customers by the spoonful

Based on the results from this test-and-learn, Chobani has expanded the use of brand term targeting to other product categories and Sponsored Videos campaigns.

Brand

Chobani

Campaign Date

Jan 1 – Apr 1, 2024

Goals

Build brand awareness

Boost conversion and sales

Opportunities

Chobani wanted to see if targeting other brands' keywords in their Sponsored Products and Sponsored Brands campaigns would help boost sales for their core yogurt products.

Solution

A test-and-learn using brand term targeting to determine whether this strategy would help achieve their goals.

Strategy

Chobani used brand term targeting in their Sponsored Products and Sponsored Brands campaigns to evaluate how effective this strategy was in helping them achieve their goals.

They optimized their campaigns based on their ad spend and ROAS goals, testing different levels of investment and regularly optimizing bids to improve efficiency.

The brand used high-performing keywords from previous Sponsored Products campaigns and frequently searched category keywords. They set a moderate base bid across most of the keywords associated with certain other brands. For a specific set of other brands, they bid more strategically across a broad range of exact-match terms, gradually increasing those bids to help prevent these brands from gaining category share of voice.

Chobani strategically day-parted their spend to ensure their ads served during the most active-shopping hours.

Big Wins

45.3 % New-to-brand sales

17.3 M Impressions

1.31 $

ROAS

Source: Walmart first-party data, January-April 2024.

Key takeaways

Brand term targeting

Add brand term targeting to Sponsored Search campaigns to help boost new-to-brand sales and gain incremental value, especially in high-traffic seasonal periods.