Company: InMarket, Austin, TX
Company Description: Since 2010, InMarket has connected brands and customers when and where it matters most. Through InMarket's industry-leading real-time marketing and measurement platform, brands like Anheuser-Busch, Dunkin’ and Kraft Heinz can drive growth, optimize spend and close the loop between consumer intent and purchase with unique, real-time, actionable intent, location and item-level transactional data.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Best Use of Data to Drive Brand Strategy
 Nomination Title: InMarket x Bob Evans Farms - Mashed Cauliflower
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
12/1/2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 201 words used.
Bob Evans Farms partnered with InMarket to promote the launch of its new Mashed Cauliflower product alongside its portfolio of offerings. Through InMarket’s real-time activation platform, Bob Evans built a comprehensive top-and-bottom-of-the-funnel digital marketing strategy to drive engagement, brand awareness, and sales cost-efficiently and effectively.
Despite the brand’s esteemed reputation, Bob Evans wasn’t immune to rapidly changing consumer needs. As inflation reached an all-time high, consumers across all income levels began choosing value over name brands, so it was critical for Bob Evans to create a highly engaging campaign that would allow their products to stand out among competitors.
[REDACTED FOR PUBLICATION]
By proactively adapting to these shifting consumer behaviors in response to rising costs, InMarket successfully developed highly engaging advertisements for Bob Evans Farms, giving shoppers a captivating experience while on the go.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 243 words used.
With the help of InMarket, Bob Evans presented an optimized, real-time campaign to engage shoppers throughout the purchase process by delivering exclusive, real-time, high-impact, 1:1 ads at critical touch points during the shopping journey. InMarket’s Moments, Audiences and Preceptivity solutions engaged target audiences at peak times, such as the point of purchase or while consumers were in-store, ensuring that the Bob Evans brand was top-of-mind during their shopping trip.
[REDACTED FOR PUBLICATION] By encouraging viewers to click through the ad to see the perfect meal and showcasing an array of Bob Evans’ portfolio of products, the creative provided shoppers with key product information and directed them to the refrigerator aisle. Shoppers were invited to ”Explore The Table” and “Find the Perfect Dinner Side” through interactive menus and dish selections, enabling them to experience new Bob Evans table-top dishes alongside their long-standing favorites.
[REDACTED FOR PUBLICATION]
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 250 words used.
InMarket’s geo-contextual, real-time Moments technology allowed Bob Evans to reach customers at advantageous times throughout their purchase processes, including up to the exact moments before purchase in-store. The campaign drove click-through rates up to 5.31% (8.9x the industry average*). A Sales Lift Study from Pathformance, an independent third-party campaign measurement solution, assessed the campaign’s impact and found the campaign sparked an impressive 6.3% sales lift, a $966k increase in incremental sales, and a $6.44 return on ad spend per customer.
The campaign’s success highlights the importance of behavioral and geo-contextual targeting, especially during a time of unpredictable consumer behaviors. Bob Evans’ strategy to engage consumers throughout their journeys to increase awareness, consideration, purchase and ultimately, lifetime value, showcases the power of implementing both top- and bottom-of-the-funnel strategies to drive ROAS.
InMarket’s Moments technology also uncovers growing opportunities for advertisers, as they are geo-contextual and do not rely on an identifier (ID Independent) to engage a user at the point of sale, representing a solution for marketers in the face of potential signal loss.
Bob Evans and InMarket have been awarded numerous digital marketing accolades, including being named as a MarCom Gold and Global Tech Award Winner, and finalist recognitions from SMARTIES, MediaPost Planning & Buying Awards, OMMA Awards and Digiday Technology Awards. InMarket’s success in driving real-world outcomes resulted in InMarket’s recognition from Deloitte as one of the fastest-growing technology companies in North America for three consecutive years.
*Wordstream US Google Display Benchmarks for Mobile Media
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 37 words used.
[REDACTED FOR PUBLICATION]
| Attachments/Videos/Links: |
|---|
|
