Challenge

With an expanding competitive landscape in the refrigerated dip category, Wholly GuacamoleĀ® brand presented us with a challenge of creating a digital strategy that would help defend and increase market share.

The digital strategy needed to drive brand awareness to capitalize on category growth and increase household penetration to gain market share. In addition, Sq1 was challenged to lower the cost per click by a double-digit percentage.

Strategy

Sq1 created a highly targeted digital strategy utilizing the best-performing targeting tactics established for the Wholly Guacamole brand as a foundation. The targeting tactics were created specifically toward three distinct Wholly Guacamole consumer segments that had been developed and continually enhanced in previous Sq1 digital campaigns.

The three consumer segments had very specific targeting datasets based on established conversions and goals for each segment. Each segment received its own message and landing page that corresponded with the segment attributes having the highest propensity to convert to the intended KPI. We also used dynamic bidding, dynamic creative delivery and messaging.



The creative elements included desktop and mobile flash ads, high-impact ads including page-grabbers, sidekicks and pushdowns, and a custom skin in-stream video ad unit. The responsive landing page included a floating navigation to encourage extended engagement beyond the intended KPI conversion. Product information and store locator functionality were included on the landing environment to increase average time on page. Recipe ideas for moms and kids were featured along with a contest for consumers to upload their OMGuac lunch photos. Social sharing was implemented throughout the landing page to encourage social engagement.



We asked Sq1 to increase awareness and drive penetration. Not only did they achieve these goals but they also provided some valuable insights.

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