OmniShopper Award Winner: Digital: Social Media Activation
One campaign won an OmniShopper Award in the Digital: Social Media Activation category.
Campaign: Driving Social Commerce for Tillamook with Hyphen Entrant: The Stable Brand: Tillamook Agency: The Mars Agency Retailer: Walmart
Summary: The Tillamook County Creamery Association (TCCA) is a daily cooperative in Oregon that manufactures and sells dairy products under the Tillamook brand name. In June and July 2021, Tillamook partnered with The Mars Agency and retail marketing firm The Stable on a social commerce campaign to drive trial and purchase for the Tillamook cheese and ice cream product lines at Walmart.
The Stable’s media team built a geo-targeted Walmart program by leveraging Hyphen, a solution that pairs multichannel media buying with shoppable ad-tech, all under one platform. With Hyphen’s post-click inventory intelligence tool fueled by store-level data from Walmart, Tillamook was able to show an in-stock item based on the user’s location, thereby ensuring Tillamook never sent a customer to an out-of-stock page on Walmart.com. The prospects clicked on a targeted ad in their social feed and were seamlessly driven to the Tillamook Hyphen platform, where they could add products directly to their Walmart cart.
Hyphen was highly effective at building baskets across both product lines, driving a total of 5,500 Tillamook items to baskets for purchase. An average of four products were added to carts, which translated to a 2% add-to-cart rate and 9% engagement rate (both well above the category average). A total of $190,000 in incremental sales was generated during the promotional period. Carousel ads were the highest-performing and highest-converting ad sets, making up 45% of Tillamook’s add-to-carts.
Hyphen was successful at driving purchase across not only ice cream and cheese (for a 2% and 5% sales lift, respectively), but also driving lift across the company’s entire portfolio, for a combined 5% halo lift.