The Beech-Nut Nutrition Company’s optimized ad campaigns resulted in 66% increase in sales

The Challenge 

Beech-Nut Nutrition Company, an industry leader in the Baby Food category, realized their daily ad campaigns for Snacks and Pouches across Walmart Sponsored Products were running out of ad spend every day before peak-purchasing windows. Worse yet, these missed opportunities were happening just as supply chain challenges were driving higher purchase rates across the category. 

The Solution 

The Out of Budget (OOB) report showed that a leading campaign was running out of daily funds at approximately 4:30 pm PST on average. THIRD EAR calculated the daily budgets needed to sustain campaigns throughout the whole day, then applied a Pacvue Bid Multiplier Rule, increasing daily budgets and search placements. This strategy was implemented from September 1 through October 31, 2022, allowing a “pre-test” comparison period of July through August. 

The Results 

Beech-Nut Snacks and Pouches sales skyrocketed by 66% with only a modest increase in Cost-per-click (CPC), compared to the previous 2-month period. Pacvue’s Bid Multiplier also produced a 25% increase in Click-through rate (CTR) and 93% increase in total clicks, with only a small decrease in return on advertising spend (ROAS)

“ROAS did decrease, but the added sales volume made up for it. We learned our spend levels were not yet near our point of maximum yield (when incremental spend produces negative returns). Third Ear and Pacvue are terrific partners & problem solvers, especially for CPG brands who do not sell directly to consumers via first-party eCommerce platforms” -Julia Durgee, Senior Manager Omnichannel Marketing & Insights at Beech-Nut Nutrition Company. 

Reckitt streamlines cross-retailer campaign advertising with auto campaign rules

Overview  

Reckitt, a leading consumer goods organization, encountered difficulties in consolidating and overseeing retail operations for a primary brand, Enfamil®, the #1 infant formula recommended by pediatricians. Reckitt needed a well-integrated approach to manage their campaigns across Amazon and Instacart. A solution that could centralize and streamline the management of their expanding products, including functions like reporting, campaign management, and day-to-day commerce operations. 

The Challenge  

Reckitt wanted to reduce manual work and deploy rules-based automation that would free their teams from manually toggling between retailer platforms to monitor success. 

Bottom line: Reckitt was ready for a panoramic view of their campaigns and rules-based efficiencies to scale and improve their decision-making process. 

The Solution  

Reckitt addressed these challenges by consolidating all their retailer data into one solution, Pacvue’s Commerce Acceleration Platform. This eliminated the need to access multiple portals and provided cross-functional visibility into Amazon and Instacart in one place. 

Also, Reckitt deployed a variety of auto campaign rules within Pacvue that automated key optimizations, including improving CTRs, increasing efficiency (ACOS), and adjusting bids to increase sales based on ROAS thresholds. 

This gave their sales team the power to make commercially driven decisions rather than manually optimizing campaigns like before. Here are just a few benefits Reckitt found using Pacvue: 

  • A single platform for reporting and insights, making tasks easier and more efficient. 
  • The ability to identify top-performing keywords and deploy cross-retailer campaigns fast. 
  • Easily deployed auto-campaign rules that automate campaign management. 

Pacvue made it easy for Reckitt’s team to quickly analyze ad performance and proactively solve operational issues across their entire retailer ecosystem. 

The Results 

(October 2022 – December 2022) 

Reckitt campaigns for Enfamil®, the #1 infant formula recommended by pediatricians. 

Amazon: 

  • ROAS increased by 27% 
  • Sales increased by 1.61% 
  • CPC decreased by 12% 

Instacart: 

  • ROAS increased by 99% 
  • Sales increased by 183% 
  • CTR increased by 29% 

By focusing on commercially driven decisions, Reckitt was able to significantly boost their ROAS, sales, and other key metrics across their Enfamil® line within a single, unified solution with Pacvue.