ProYo Case Study

Approximately 1.54 billion gallons of ice cream and related frozen desserts are produced in the U.S. per year, according to the International Dairy Foods Association. Needless to say, the ice cream and frozen dessert industry is extremely cluttered.
This can be a harsh reality for brands trying to carve out their niche — specifically against legacy brands that have lived in the freezer aisle for decades. In this landscape, every single dollar counts — and digital spending must be attributable to offline sales and success.

For ProYo, or any of brand that needs that extra boost of discovery inside the store, InMarket’s location-based advertising platform has become a magic bullet to drive awareness, purchase intent and sales. Using InMarket’s full-service platform that reaches over 50 million shoppers per month, ProYo and its AOR Oniracom deployed a multifaceted online-to-offline ad solution that leveraged InMarket’s unique ability to reach shoppers throughout the entire purchase funnel. The program focused on cross-digital promotion at the awareness stage, and then drove product interaction and sales via mobile during the decision stage while the consumer was inside the store.

Leveraging InMarket’s Audiences program, ProYo and Oniracom used best-in-class location data to target customized audience segments based on their real-world store visit history. Creative was delivered only to health-conscious shoppers who frequented target retailers, as defined by InMarket Location Data.

Then, through InMarket’s Preceptivity predictive cross-channel solution, ProYo and Oniracom gained the ability to predict when shoppers were “due” for their next store visit, deploying creative across mobile and desktop at the perfect moments when individual shoppers were most receptive. Preceptivity drives huge ROI because it eliminates wasted impressions that occur after a store visit when a shopper is unreceptive.

With consumers warmed up through cross-digital awareness, InMarket then put its huge mobile audience and seven years of experience to work via Moments In-Store. These exclusive ad units are delivered to consumers via push message precisely when they enter a store.The team at InMarket adapted ProYo and Oniracom’s exciting video testimonial series, which emphasized the shockingly delicious flavors and was designed to drive foot traffic to the freezer aisle to pick up ProYo.

Finally, the campaign delivered Moments In-Hand – high performing, decision-making mobile ad units – to shoppers who were physically holding ProYo products. Custom creative reinforced USPs like guilt-free flavor and high protein servings — driving sales without relying on discounts.

Results: InMarket Delivered 2.3x Purchase Intent Lift and Higher Same-Store Sales

The best InMarket campaigns leverage all four of its location-based ad products in concert to target each stage of the customer acquisition funnel, resulting in huge sales lift. For ProYo and Oniracom, this campaign outperformed all InMarket benchmarks en route to higher same-store sales. Purchase intent spiked 2.3x among shoppers , thanks to a 4.47% CTR on pre-shopping engagements. Overall brand awareness for ProYo increased by 21.6% after the campaign.

inMarket Case Study:

ProYo

As a challenger brand, ProYo is set to rede ne the dessert and ice cream categories by proving that, yes, ice cream can be nutritionally balanced and taste amazing. The challenge becomes communicating this to shoppers during their peak moments of receptivity both before shopping and then at the moment of truth: inside the store, in the freezer aisle. Find out how ProYo overcame this challenge.

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inMarket Case Study:

Rainbow Light

The shopper marketing practice at Rainbow Light was looking for new innovative ways to reach, engage, and convert shoppers. With internal research indicating that much of their target market was turning to mobile to aid in making purchase decisions, Rainbow Light needed a solution that would enable them to connect with their audience via mobile during times purchase decisions were being made.

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Emerging Brand Case Study

Background: Dessert is Sweet, but the Industry Can be Difficult

Challenge: ProYo Needed to Communicate to Shoppers that Ice Cream can be Healthy and Taste Great

Solution: Oniracom and InMarket Implemented a Cross-Channel, Location-Based Campaign that Built Awareness Before Shopping, and Drove In-Store Discovery to Close the Sale