Digital & Creative Strategy
Media Planning & Buying
80% increase in DTC conversion rate
62% increase in AOV
7X ROAS on priority DTC audience segments
126% increase in online retail revenue
As Mush prepared to launch nationally in big box retail, they tasked us with supporting online retail and brick & mortar foot traffic while also driving profitable growth of their DTC subscription business. We deployed a combination of localized media (OOH & audio) and zip code-level targeting on social to support retail. Simultaneously we segmented our national DTC search and social campaigns to focus exclusively on consumers 5+ mi from retail doors.
We achieved and strictly maintained 0% overlap between our DTC and retail audience segments, allowing us to gain geographical and behavioral insight on the differences between Mush’s distinct customer profiles. These insights helped us to develop a creative strategy grounded in modeling unique occasions for subscription vs one-time purchases.
The photography let us model occasions and make them both relatable and aspirational with examples like showing a well-stocked, healthy fridge. Simple package shots on simple backgrounds did the heavy lift on helping us guide consumers to nearby retail. And the wildly energetic and artful approach above, let us disrupt and present oatmeal in an unexpected way.