How a Leading Beverage Brand Drove Early Demand With Albertsons Media Collective
Opportunity: Driving Trial for a Bold New Flavor
A leading beverage brand was preparing to introduce a bold new flavor innovation into a highly competitive category.
With shoppers increasingly discovering new products directly in their social feeds before reaching the shelf, early
attention and measurable performance became essential to proving demand. The brand needed more than broad awareness,
it needed a launch strategy that could drive real trial, conversion, and revenue
impact in its priority markets.
Strategy: A Performance-Driven, Video-Led Omni-Channel Approach
To meet these goals, Albertsons Media Collective partnered with the brand to develop a sales-focused omni-channel plan centered around
efficient ROAS and precision audience targeting.
Meta as a Growth Engine
High-impact video placements across Instagram and
Facebook played a central role in the strategy, pairing scroll-stopping creative with precise
audience layering. Using first-party data, campaigns reached recent category-relevant shoppers, complementary
product buyers, and key demographic groups that closely aligned with the brand’s core persona.
Closed-Loop Measurement for Verified Revenue Impact
Meta’s closed-loop measurement connected video exposure directly to sales, allowing the brand to validate performance
and demonstrate how engagement translated into measurable revenue gains.
“At Albertsons Media Collective, we’re dedicated to delivering measurable value for our brand partners through
innovative, data-driven solutions. With LiveRamp’s expanded Meta insights, we have improved the visibility and
accuracy of lower-funnel results. We did this by connecting audience-targeted Meta campaigns directly to item
level sales with greater precision and speed.” -Evan Hovorka, VP of Product Innovation, Albertsons Media
Collective
Onsite Display to Reinforce the Path to Purchase
Onsite placements ensured
continuity across the customer journey by keeping the new flavor top-of-mind as shoppers browsed the retailer’s
digital experience. This dual-channel approach helped convert consideration into action.
Results: High-Impact Improvements Across Every Metric
The campaign didn’t just perform, itoutperformed, proving that video can be a
meaningful growth driver when paired with smart audience strategy and measurement.
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+253% ROAS Lift
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+146% CVR Lift
These results established a new playbook for the brand’s approach to innovation launches.
Key Learnings: What Worked
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Reach shoppers where decisions happen with unified onsite + offsite activation.
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Use bold creative that stands out in high-attention environments like social feeds.
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Align first-party audience that aligns to core shopper personas.
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Build on success by expanding touchpoints,
including
in-store media and
personalized digital offer