bronze
We helped a global snack brand grow U.S. awareness and in-store sales through a high-frequency, regionally focused media campaign. With no national budget and strict ethical guidelines, we used video-led omnichannel tactics and rigorous measurement tools to track real impact. The result: 86M+ impressions, 98% video completion rates, a 13.3% sales lift across test markets, and a 5.81% brand awareness lift — all while avoiding under-13 targeting and exceeding all performance benchmarks. As a result of this test campaign the brand is investing more heavily for the remainder of its fiscal year.
Challenges: Limited brand awareness in the U.S., no national media budget, and ethical constraints due to child appeal.
Objectives: Drive regional awareness, increase in-store sales, and prove impact through measurable results.
We needed to break through a crowded snack category by reaching parents (not kids), delivering efficient media performance, and validating ROI through sales lift and brand lift studies in key test markets.
We ran a regionally flighted, video-forward campaign across Meta, YouTube, OTT, and Cable, paired with ethical audience targeting and robust measurement tools. We partnered with Pathformance for sales attribution and used Google Brand Lift for awareness tracking.
Top 3 results:
+13.3% incremental sales lift across test markets
+5.81% brand awareness lift (2.5x benchmark)
86M+ impressions delivered — 3x the original estimate with 98% video completion rates
Yes. The campaign focused on three East Coast U.S. DMAs — Baltimore, Philadelphia, and Washington, D.C. — where brand awareness was low but retail presence existed. These regions allowed for media saturation on a limited budget while representing diverse urban demographics. Additionally, due to U.S. regulations and cultural sensitivity around advertising to children, we built the campaign to target parents only, avoiding all under-13 content — a critical ethical consideration in the American market. This is brand with strong awareness in Asia but newer to the US.
Left Hand Agency did not use AI for any of the media planning or buying. However, our measurement partner Pathformance may use AI for the algorithm that helps determine our holdout markets for the media measurement. Holdout markets have similar charactaristics and sales patterns to our target markets so are used to determine overall sales lift as control markets.
