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Campbell’s Snacks was experiencing subpar performance in retail search and DSP across key retail partners due to ineffective strategy and execution by its incumbent media agency. Despite significant investments, conversion rates remained low, cost efficiency was lacking and sales growth stagnated. Without a data-driven approach to targeting, bidding and measurement, the brand was unable to maximize its retail media potential, requiring a strategic overhaul to unlock better results.
After winning a retail search and DSP RFP, we implemented a complete strategic revamp to drive stronger performance. This included refining targeting strategies, optimizing keyword and bidding approaches and integrating a more connected commerce framework. Additionally, the digital commerce team introduced a revised measurement philosophy with updated KPIs and benchmarks to track success more effectively. Within weeks, these enhancements led to significant across-the-board improvements in conversion rates, sales and return on ad spend—proving the power of a data-driven precision-focused retail media approach.
The strategic overhaul drove greater visibility for Campbell’s Snacks across the board, increasing conversion rates fivefold. At the same time, attributed unit sales increased by 96% and attributed dollar sales grew by 122%. Return on ad spend (ROAS) surged by 138%, demonstrating the efficiency of the new approach. Meanwhile, cost per unit dropped by 57%, maximizing profitability. These results proved that a data-driven performance-focused retail media strategy can unlock unprecedented growth and efficiency.
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