The company was facing two major challenges; need to increase sales of bagged concrete across the US and need to improve product placement within big box retailers
The main goal for the CoxNext team was to build out an omni-channel solution utilizing paid search, Facebook/Instagram, data driven programmatic and YouTube to drive sales. The team built out targeted various DIY and DIFM marketing personas to enhance the targeting of the campaign. They tracked results in real-time and were able to shift dollars quickly to highest performing campaigns. To address the product placement, an IP Targeting strategy was implemented to send ads directly into the dealers that sell competitor products
In addition to producing double digit year over year sales for bagged concrete, the CoxNext team performed an Uplift study that showed increases in store visits at big box retailers who sell their products.