Case Study Social

Wrangler: Finding the Perfect Snapchat Fit to Boost Conversions

The Challenge

There’s no question that Wrangler is a venerated American legend in denim and casual wear. And when it comes to marketing, the brand is nothing short of a pioneer.

For years, Wrangler has leveraged Snapchat and other social media to connect with younger audiences and fill the top of its funnel. With striking creative focused on Western and workwear fashion, the brand had consistent success in generating awareness. 

However, Wrangler and Tinuiti were concerned that, over time, Wrangler’s efforts to drive web traffic via Snapchat were not resulting in quality site visits or down-the-line conversions. Compared to other platforms, Snapchat’s traffic campaigns were experiencing higher bounce rates and lower engaged sessions.

Wrangler wanted to continue pushing its success further down the funnel. Thus, it lassoed Tinuiti’s digital expertise to help extend this upper-funnel success toward downstream activities.

Results

How We Did It

The Wrangler team had historically optimized its Snapchat campaigns for clicks, the only optimization available on the platform. However, when a new Landing Page View (LPV) goal-based bidding was rolled out, Tinuiti and Wrangler jumped on the opportunity to test it.

LPV optimization segments out the Snapchat users who are most likely to interact with an ad and subsequently convert on its landing page. Brands can then bid on these users – an especially impactful tactic when optimizing for site traffic. As LPV was a brand new tactic, Tinuiti conducted a test against Wrangler’s existing click-optimizing strategy, seeking to improve bounce rates, time on site, and cost per session.

What resulted was a sizable lift in every KPI, blowing past all previous efforts. Conversions increased by 3.8x, with a 2.12x lift in ROAS and 34% more efficient CPM, compared to click optimization. This drove a remarkable 80% increase in the efficiency of the overall cost-per-opportunity (CPO), resulting in significantly more optimized spend among Wrangler’s audience.

Further, bounce rate dropped by 50%, a substantial improvement in engagement and traffic quality.

Wrangler’s increased strength on Snapchat transformed its funnel, generating quality traffic and increased engagement among its targeted audience. This downstream success made it clear: This strategic shift was the perfect fit.

Our success has always been about finding new frontiers to drive authentic innovation – and Tinuiti is a true partner in helping us identify those opportunities. We use Snapchat to connect with the younger generation of Wrangler fans, and Tinuiti ensured this platform is as effective as possible in driving quality connections with those fans.

Ann Frazier
Manager, Social Media, Wrangler

See Our Success Stories

See All Work

Case Study

Poppi is Famous and Full-Funnel

Case Study

Rapid Media Mix Modeling Demystifies Customer Journey and Cuts Costs

Case Study

Welly Boosts Sales and Conversions on Amazon

Case Study

illy caffè: Brewing Success with Amazon

Case Study

Attracting a New Audience of Ojos, Labios, y Caras

Case Study

Expanding Brand Awareness for Boston Proper with Strategic Influencer Partnership on Bravo

Case Study

Lacing Up a Revolutionized 1P Personalization Strategy

Case Study

Refreshing the Pipeline with an Omni-Channel Strategy

Case Study

Sony Electronics Loves the Sound of Snapchat Performance

Case Study

Building a Full-Funnel Strategy with Amazon Marketing Cloud Custom Audiences

Select to go to the previous slide Select to go to the next slide

"*" indicates required fields

First Name*

Last Name*

Business Email*

Job Title*

Website*

Phone*

–Select–Under $15,000$15,000 – $50,000$50,000 – $250,000$250,000 – $500,000$500,000 – $1M$1M+Monthly Advertising Spend*

–Select–Analyst Firm (Forrester, Gartner, IDC, etc.)Event/ConferenceWeb SearchIndustry PublicationReferralSocial MediaTinuiti BlogTinuiti AdTinuiti Email/NewsletterWord of Mouth/Industry ExperienceOtherHow did you hear about us?*

Please specify*

Tell us about what you are looking for*

Phone

This field is for validation purposes and should be left unchanged.

GET IN TOUCH

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.

Case Study Measurement

Rapid Media Mix Modeling Demystifies Customer Journey and Cuts Costs

The Challenge

A leader in gutter solutions, Leafguard was approaching its busy season. But in the leadup to what should be its most profitable time of year, it had a problem: customer acquisition costs were way too high, stemming from increasing competition and dwindling conversions due to economic trends.

Leafguard had historically planned its media mix using a last-click attribution model, which gives full credit for a conversion to the last touchpoint the customer engaged with before converting. While this method is easily tracked and readily identifies the final conversion driver, it also neglects to account for all the integral touchpoints along the full-funnel customer journey.

With this limited attribution method, Leafguard could not accurately measure the impact of its full suite of tactics (nor the impact of each tactic on conversions). Thus, when optimizing its media mix for the busy season, the brand was reactive when it should have been proactive.

Leafguard knew it was missing the bigger picture. The brand asked its full-funnel performance marketing firm, Tinuiti, for its expertise in measuring the impact of every marketing activity across all channels, with the goal of maximizing its advertising dollars’ impact.

Results

How We Did It

From building awareness to being considered against competitors, so much goes into driving a conversion before a customer’s final click. Tinuiti sought to measure all of Leafguard’s value-driving activities throughout the funnel to determine what was impacting sales and what wasn’t.

To fully understand the causal relationships between Leafguard’s marketing efforts and ultimate conversions, Tinuiti leveraged Rapid Media Mix Modeling (rMMM) – a tool proprietary to its Bliss Point by Tinuiti measurement product tech suite.

Tinuiti began by ingesting Leafguard’s historical data to gauge each channel’s effectiveness, assess spend, and optimize budget allocation based on how much each individual tactic was contributing to overall performance. 

What rMMM unearthed was revolutionary. Channels that Leafguard had heavily invested in were not the most efficient or effective, while channels regarded as inefficient (and consequently paused or deprioritized) were substantially more impactful than initially believed.

Tinuiti found that social media (especially Facebook), direct mail, linear TV, and YouTube were much more efficient than last-click attribution had given them credit for. Conversely, its Search efforts and Affiliate marketing – historically its largest investments – proved especially reliant on upper-funnel channels producing demand to remain impactful.

Leafguard finally had what it needed: a clear view into the channels that built value and drove conversions. And because Tinuiti’s rMMM is real-time (unlike others, which only provide results once or twice a year), the teams could immediately adjust and optimize the ad flight. 

Tinuiti provided holistic recommendations for budget reallocation, increasing investment in the most effective channels while cutting wasted spend. In the first two months of application, this improved visibility helped Leafguard reduce its customer acquisition cost by 12% and achieve a more efficient 30% increase in prospects.

See Our Success Stories

See All Work

Case Study

Poppi is Famous and Full-Funnel

Case Study

Finding the Perfect Snapchat Fit to Boost Conversions

Case Study

Welly Boosts Sales and Conversions on Amazon

Case Study

illy caffè: Brewing Success with Amazon

Case Study

Attracting a New Audience of Ojos, Labios, y Caras

Case Study

Expanding Brand Awareness for Boston Proper with Strategic Influencer Partnership on Bravo

Case Study

Lacing Up a Revolutionized 1P Personalization Strategy

Case Study

Refreshing the Pipeline with an Omni-Channel Strategy

Case Study

Sony Electronics Loves the Sound of Snapchat Performance

Case Study

Building a Full-Funnel Strategy with Amazon Marketing Cloud Custom Audiences

Select to go to the previous slide Select to go to the next slide

"*" indicates required fields

First Name*

Last Name*

Business Email*

Job Title*

Website*

Phone*

–Select–Under $15,000$15,000 – $50,000$50,000 – $250,000$250,000 – $500,000$500,000 – $1M$1M+Monthly Advertising Spend*

–Select–Analyst Firm (Forrester, Gartner, IDC, etc.)Event/ConferenceWeb SearchIndustry PublicationReferralSocial MediaTinuiti BlogTinuiti AdTinuiti Email/NewsletterWord of Mouth/Industry ExperienceOtherHow did you hear about us?*

Please specify*

Tell us about what you are looking for*

Phone

This field is for validation purposes and should be left unchanged.

GET IN TOUCH

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.

Case Study Commerce Full-Funnel TV & Audio

illy caffè: Brewing Success with Amazon

The Challenge

With two massive legacy brands holding more than 50% of the market share, the coffee market is a notoriously tough grind.

Sustainable coffee brand illy caffè hoped to take on its competitors by stealing market share and growing new-to-brand customers. Founded in 1930, the Italian coffee brand hoped to win over customers highlighting its highly regarded quality and its environmentally, economically, and socially sustainable practices.

However, with its two largest competitors each holding more than three times illy’s market share (and customers not easily swayed from their preferred brand), this was not going to be easy.

illy hoped to attract new-to-brand customers, encouraging purchases and fostering brand loyalty from the onset. The brand asked Tinuiti, its performance marketing firm, to create an energizing strategy to achieve this goal. 

Results

How We Did It

Tinuiti created a campaign to reach consumers at their first touchpoint when shopping for coffee, targeting new customers who had no prior engagements with illy products. 

Tinuiti began by digging into how and when people purchase coffee, finding that customers typically buy a fresh batch of coffee within three months of their previous purchase. This provided Tinuiti an effective messaging cadence to reach coffee drinkers.

Research also showed that multiple touchpoints are necessary to convert new customers on small-ticket, low-research products like coffee – especially when convincing someone to switch brands.

Given its reach, targeting capabilities, and the variety of tactics it enabled, Amazon was selected as the ideal platform. With the introduction of streaming ads, Amazon Prime had recently emerged as a new inventory source, and illy wanted to move quickly on this opportunity to engage high-value customers through previously untapped channels.

Tinuiti ran video ads highlighting illy’s quality and sustainability on both Amazon streaming TV (Prime) and its webpages. To extend reach, Tinuiti also served display ads online, using broad audience targeting and retargeting techniques to advertise illy products even when customers weren’t shopping for coffee.

Tinuiti strategically shifted illy’s historic spend from lower-funnel tactics (such as product loyalty campaigns, which had reached their saturation point in attracting new customers) into upper-funnel awareness activities, like non-branded searches, streaming TV, and online video. The goal was to fill the top of the funnel, strategically guiding customers through consideration to purchase.

Given illy’s premium quality, Tinuiti implemented demographic targeting into its streaming TV campaign to reach high-income coffee drinkers while also targeting consumers who were new to the coffee category. This would help foundationally establish illy as a new coffee drinker’s brand of choice.

This combination of omnichannel tactics proved to be the perfect blend. The first three active months of the campaign saw a remarkable 99% lift in new-to-brand sales on Amazon compared to the prior quarter. For the same period, illy also surpassed its quarterly sales goals by 18% and recorded a 25% gain in overall market share. 

By refocusing efforts on broad awareness, Tinuiti energized a new batch of illy brand enthusiasts, harvesting the seeds of long-term success and engagement.

Tinuiti’s expertise and strategic approach have been invaluable in helping us reach new customers. Their deep understanding of Amazon’s advertising ecosystem allowed us to tap into new media channels and optimize our campaigns beyond what we had imagined. The results speak for themselves; thousands of new customers have discovered and embraced illy coffee, and we couldn’t be more pleased with the partnership.

Javier Mendoza
Head of Digital & Commercial Operations, illy caffè

See Our Success Stories

See All Work

Case Study

Poppi is Famous and Full-Funnel

Case Study

Finding the Perfect Snapchat Fit to Boost Conversions

Case Study

Rapid Media Mix Modeling Demystifies Customer Journey and Cuts Costs

Case Study

Welly Boosts Sales and Conversions on Amazon

Case Study

Attracting a New Audience of Ojos, Labios, y Caras

Case Study

Expanding Brand Awareness for Boston Proper with Strategic Influencer Partnership on Bravo

Case Study

Lacing Up a Revolutionized 1P Personalization Strategy

Case Study

Refreshing the Pipeline with an Omni-Channel Strategy

Case Study

Sony Electronics Loves the Sound of Snapchat Performance

Case Study

Building a Full-Funnel Strategy with Amazon Marketing Cloud Custom Audiences

Select to go to the previous slide Select to go to the next slide

"*" indicates required fields

First Name*

Last Name*

Business Email*

Job Title*

Website*

Phone*

–Select–Under $15,000$15,000 – $50,000$50,000 – $250,000$250,000 – $500,000$500,000 – $1M$1M+Monthly Advertising Spend*

–Select–Analyst Firm (Forrester, Gartner, IDC, etc.)Event/ConferenceWeb SearchIndustry PublicationReferralSocial MediaTinuiti BlogTinuiti AdTinuiti Email/NewsletterWord of Mouth/Industry ExperienceOtherHow did you hear about us?*

Please specify*

Tell us about what you are looking for*

Comments

This field is for validation purposes and should be left unchanged.

GET IN TOUCH

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.

Case Study TV & Audio

Attracting a New Audience of Ojos, Labios, y Caras

The Challenge

Makeup in the Latinx community has long been a celebration of identity. From bold winged eyeliner to sharp lip liner and bright-red lipstick, makeup has long been a tool for Latina women, not just for self-expression but to make a loud and powerful statement to a society that has historically tried to silence them.

e.l.f. Cosmetics stands alongside the “eyes. lips. face.” of every beauty enthusiast, and for that reason, the cosmetics brand sought to build a stronger connection with the Latinx community of makeup aficionadas.

The result was a boundary-smashing campaign aimed to establish e.l.f. Cosmetics as both a beauty partner and entertainment powerhouse within this passionate demographic – building awareness, interest, and brand love through a genuine celebration of Latinx community and culture.

Results

How We Did It

Authenticity was key for this campaign. e.l.f. Cosmetics and Tinuiti knew they would not make the mistake that other tone-deaf brands had made: merely translating content for English-speaking audiences into Spanish and expecting it to resonate. In contrast, e.l.f. Cosmetics’ campaign was custom-built, specifically created to honor Hispanic culture – and Tinuiti knew its media efforts should do the same.

The campaign’s creative centered around an original song and music video in partnership with e.l.f. Cosmetics by popular Colombian urbano and reggaeton singer Manuel Turizo. “ojos. labios. cara.” celebrates Latinx expression and culture, with a lively video featuring bold, beautiful looks using e.l.f. Cosmetics makeup products.

Tinuiti created a surround-sound strategy to ensure the campaign reached the target audience of Latinx community members within the United States. The team identified the Latin Grammys as a high-visibility opportunity for spreading awareness – especially since Turizo was nominated for Best Tropical Song. The team scheduled a commercial to run twice during the event on live TV, bookending Turizo’s nominated category.

Half of all Spanish-speaking adults in the United States use TikTok, so the app represented a critical channel in reaching e.l.f. Cosmetics’ target audience. As such, the team developed a TikTok pulse (a placement that enables ads to be shown between relevant content) with Turizo’s music video targeting Spanish speakers who had an affinity for beauty. Each placement featured a link to “get the look,” encouraging viewers to tap through to a customized story page on the e.l.f. Cosmetics website where they could shop the products featured in the video. 

It also crossed language barriers to capture the attention of e.l.f. Cosmetics’ English-speaking audience, growing awareness and interest across their total consumer base. The campaign outperformed the NBCUniversal Video View Rate (VVR) benchmark by 75%, and the Instagram post exceeded the Telemundo CTR benchmark by 4x as well as the Engagement Rate (ER) benchmark by 66%.

The effort truly hit the high notes, solidifying e.l.f. Cosmetics as a beauty-tainment brand across languages and celebrating all ojos, labios, y caras.

See Our Success Stories

See All Work

Case Study

Poppi is Famous and Full-Funnel

Case Study

Finding the Perfect Snapchat Fit to Boost Conversions

Case Study

Rapid Media Mix Modeling Demystifies Customer Journey and Cuts Costs

Case Study

Welly Boosts Sales and Conversions on Amazon

Case Study

illy caffè: Brewing Success with Amazon

Case Study

Expanding Brand Awareness for Boston Proper with Strategic Influencer Partnership on Bravo

Case Study

Lacing Up a Revolutionized 1P Personalization Strategy

Case Study

Refreshing the Pipeline with an Omni-Channel Strategy

Case Study

Sony Electronics Loves the Sound of Snapchat Performance

Case Study

Building a Full-Funnel Strategy with Amazon Marketing Cloud Custom Audiences

Select to go to the previous slide Select to go to the next slide

"*" indicates required fields

First Name*

Last Name*

Business Email*

Job Title*

Website*

Phone*

–Select–Under $15,000$15,000 – $50,000$50,000 – $250,000$250,000 – $500,000$500,000 – $1M$1M+Monthly Advertising Spend*

–Select–Analyst Firm (Forrester, Gartner, IDC, etc.)Event/ConferenceWeb SearchIndustry PublicationReferralSocial MediaTinuiti BlogTinuiti AdTinuiti Email/NewsletterWord of Mouth/Industry ExperienceOtherHow did you hear about us?*

Please specify*

Tell us about what you are looking for*

Name

This field is for validation purposes and should be left unchanged.

GET IN TOUCH

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.

Case Study Full-Funnel Social TV & Audio

Expanding Brand Awareness for Boston Proper with Strategic Influencer Partnership on Bravo

The Challenge

Boston Proper, a prominent name in women’s fashion, aimed to expand its reach and generate brand awareness among new audiences while driving user conversion. The brand recognized an opportunity to leverage upper-funnel/awareness support to expose a larger audience to its bold and chic designs.

Tinuiti’s research, including Resonate data, revealed that Bravo fans over-indexed as the perfect target audience. Bravo fans’ devotion and passion aligned with Boston Proper’s values of authenticity and drive, presenting a prime opportunity to connect with this engaged community during prime time.

Results

How We Did It

Leveraging at-home influencer social content, Tinuiti targeted consumers interested in Bravo, women’s clothing, and online shopping. Bravo’s Instagram featuring talent from “The Real Housewives of Salt Lake City” couldn’t be a more perfect way in. Whitney Rose, a Real Housewife, created and posted a Reel trying on Boston Proper outfits. 

Posting the content organically on her Instagram and boosting it from the Bravo handle for two weeks through their Meta Business Manager with precise targeting, aligning with the new season premiere for maximum relevance.

The engaging campaign coincided with the new season premiere of “Real Housewives of Salt Lake City” to maximize relevance and engagement.

The campaign achieved a 3x return on advertising spend and a 3x higher click-through rate than NBCU benchmarks.

Boston Proper expressed extreme satisfaction with the campaign’s sustained impact on brand growth. The successful collaboration led to planning additional activations around larger initiatives and collection drops for 2024.

Doesn’t get any more “Real” than that. 

See Our Success Stories

See All Work

Case Study

Poppi is Famous and Full-Funnel

Case Study

Finding the Perfect Snapchat Fit to Boost Conversions

Case Study

Rapid Media Mix Modeling Demystifies Customer Journey and Cuts Costs

Case Study

Welly Boosts Sales and Conversions on Amazon

Case Study

illy caffè: Brewing Success with Amazon

Case Study

Attracting a New Audience of Ojos, Labios, y Caras

Case Study

Lacing Up a Revolutionized 1P Personalization Strategy

Case Study

Refreshing the Pipeline with an Omni-Channel Strategy

Case Study

Sony Electronics Loves the Sound of Snapchat Performance

Case Study

Building a Full-Funnel Strategy with Amazon Marketing Cloud Custom Audiences

Select to go to the previous slide Select to go to the next slide

"*" indicates required fields

First Name*

Last Name*

Business Email*

Job Title*

Website*

Phone*

–Select–Under $15,000$15,000 – $50,000$50,000 – $250,000$250,000 – $500,000$500,000 – $1M$1M+Monthly Advertising Spend*

–Select–Analyst Firm (Forrester, Gartner, IDC, etc.)Event/ConferenceWeb SearchIndustry PublicationReferralSocial MediaTinuiti BlogTinuiti AdTinuiti Email/NewsletterWord of Mouth/Industry ExperienceOtherHow did you hear about us?*

Please specify*

Tell us about what you are looking for*

Phone

This field is for validation purposes and should be left unchanged.

GET IN TOUCH

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.

Case Study Email

Lacing Up a Revolutionized 1P Personalization Strategy

The Challenge

For decades, footwear and running gear brand Brooks Running kept innovation at the center of its growth strategy. This unrelenting obsession with developing industry-leading technology propelled Brooks to the top spot among casual and competitive runners alike. Now, the brand hoped to bring that same innovative spirit to building stronger relationships with its customers.

As the competitive running market reached saturation, customers came to expect more, viewing brands as their true workout partners. Brooks sought a way to parlay its massive trove of customer data from its running club loyalty program into a robust first-party data strategy that both elevated the runner’s experience and deepened their relationship with the brand.

To help drive this business growth, Brooks called in Tinuiti, its performance marketing firm and experts in raising brand equity.

Results

How We Did It

To take personalization to the next level, Tinuiti helped Brooks leverage the immense data it already had at its fingertips. Its loyalty program, Brooks Run Club, gathered a treasure trove of user data, including their exercise activity, gear preferences, purchase history, and more.

Tinuiti leveraged its expertise with DashLX – an external platform that tracks and aggregates data from wearable devices like smartwatches and then translates it into actionable marketing opportunities. For example, by combining a runner’s activity data from Brooks Run Club with DashLX’s powerful intelligence, Brooks could personally notify a runner when they’ve put 250 miles on a pair of running shoes – and recommend a replacement pair.

Using this powerful tool, Tinuiti and Brooks crafted personalized email campaigns around a runner’s milestones, celebrating their triumphs and recommending Brooks products to keep their momentum.

Using a runner’s product preferences and purchase history from Brooks Run Club, Tinuiti adjusted recommendations based on each user’s preferred gear, further personalizing the email communications. Informed by runners’ purchase history and frequency, Tinuiti built customer segments based on purchase likelihood (e.g., new, hot, warm, cool, cold). This drove more efficient spend on the customers most likely to convert.

As the campaign crossed the finish line, it was clear Brooks had set a new personal best. The personalized email initiative lifted revenue per delivery (measuring the return on all delivered emails) by 32% with a 20% increase in click rates compared to standard messaging. All told, this drove a 9% lift in revenue over Brooks’ previous segmentation strategy efforts.

As Brooks looks to extend reach in the future, it will expand highly personalized messaging into SMS, paid advertising, and direct mail – with Tinuiti as its running partner.

Innovation in personalization has been so important to our growth. Beyond simply recommending new products and gear, we want to use data to cheer on our customers and give them more positive interactions with Brooks. We’re working to build that loyalty while building emotional connection with our runners.

Alexa Rosson
Associate Manager of Customer Relationship Marketing, Brooks Running

See Our Success Stories

See All Work

Case Study

Poppi is Famous and Full-Funnel

Case Study

Finding the Perfect Snapchat Fit to Boost Conversions

Case Study

Rapid Media Mix Modeling Demystifies Customer Journey and Cuts Costs

Case Study

Welly Boosts Sales and Conversions on Amazon

Case Study

illy caffè: Brewing Success with Amazon

Case Study

Attracting a New Audience of Ojos, Labios, y Caras

Case Study

Expanding Brand Awareness for Boston Proper with Strategic Influencer Partnership on Bravo

Case Study

Refreshing the Pipeline with an Omni-Channel Strategy

Case Study

Sony Electronics Loves the Sound of Snapchat Performance

Case Study

Building a Full-Funnel Strategy with Amazon Marketing Cloud Custom Audiences

Select to go to the previous slide Select to go to the next slide

"*" indicates required fields

First Name*

Last Name*

Business Email*

Job Title*

Website*

Phone*

–Select–Under $15,000$15,000 – $50,000$50,000 – $250,000$250,000 – $500,000$500,000 – $1M$1M+Monthly Advertising Spend*

–Select–Analyst Firm (Forrester, Gartner, IDC, etc.)Event/ConferenceWeb SearchIndustry PublicationReferralSocial MediaTinuiti BlogTinuiti AdTinuiti Email/NewsletterWord of Mouth/Industry ExperienceOtherHow did you hear about us?*

Please specify*

Tell us about what you are looking for*

Email

This field is for validation purposes and should be left unchanged.

GET IN TOUCH

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.

Case Study Full-Funnel Social TV & Audio

Refreshing the Pipeline with an Omni-Channel Strategy

The Challenge

Electrolyte drink mix brand Liquid I.V. faced a significant challenge: its marketing strategy had reached the point of diminishing returns. After a surge in demand for wellness products during COVID-19, sales hit a plateau. 

Liquid I.V. had perfected its marketing tactics on Facebook and Google, which served as its growth engine for years. But as COVID-19 subsided and consumer priorities shifted, the brand knew it needed to diversify into unfamiliar channels.

Targeting its core audience of Gen Zers and Millennial moms, Liquid I.V. aimed to grow market share by finding and engaging new fans in new places. To be successful on these uncharted channels, the brand asked Tinuiti – its digital marketing agency of record and a market leader in TV, audio, and social campaigns – to be its sherpa.

Results

How We Did It

Tinuiti set to work developing an omnichannel strategy that cleverly targeted audiences in their favorite online spaces. After extensive market research to identify the most resonant platforms, Tinuiti homed in on the explosive popularity of TikTok, Reddit, Snapchat, and YouTube to find exactly who Liquid I.V. was looking for.

With this audience-centric focus, Liquid I.V. and Tinuiti collaborated to craft innovative, attention-grabbing campaigns that resonated on each platform: Tinuiti created and ran TopView Ads on TikTok, which leveraged high-impact video ads to increase site traffic and brand awareness. These featured user-generated content, with genuine fans driving the campaign’s authenticity. On Reddit, Tinuiti organized an AMA (Ask Me Anything) on Liquid I.V.’s subreddit. This live, interactive Q&A session gave users a chance to ask questions (e.g., “What’s in Liquid I.V.’s formula?” and “Should I switch to sugar-free?”) to a registered dietician, who responded with scientifically sound and brand-forward answers.

The team created an Augmented Reality Lens for Snapchat, offering an immersive AR experience that playfully paired users with the Liquid I.V. flavor that matched their personality. This enhanced user connection with the brand and achieved an incredibly strong last-click ROAS. The teams collaborated to implement YouTube Shorts, bite-sized videos that drove broad awareness across key audiences.

Throughout this process, the marketing remained agile, as teams continuously adapted strategies based on performance and quickly doubled down on the most effective tactics.

This diversified marketing strategy measurably revitalized brand interest. TikTok and Snapchat campaigns significantly increased site traffic with a strong ROAS. Further, the Snapchat campaign drove a 2.5x lift in brand awareness. Reddit’s AMA sessions exceeded expectations, driving a 94% reduction in cost per acquisition and an astonishing 17x increase in ROAS.

By forging into new and uncharted territory, Tinuiti reinvigorated Liquid I.V.’s pandemic growth, creating long-term success while supercharging consumer engagement and interest.

At Liquid I.V., we think about our media mix from an audience perspective. We want to be there with our customers, engaging with them in their new favorite places. So being agile and early is a must. We really appreciate that Tinuiti is on the cutting edge of new offerings across platforms – it ensures we’re getting the right mix of channels to grow our business.

Brooke Cullison
Director of Ecommerce & Media, Liquid I.V.

Watch Liquid I.V. speak
at Tinuiti Live 2024

See Our Success Stories

See All Work

Case Study

Poppi is Famous and Full-Funnel

Case Study

Finding the Perfect Snapchat Fit to Boost Conversions

Case Study

Rapid Media Mix Modeling Demystifies Customer Journey and Cuts Costs

Case Study

Welly Boosts Sales and Conversions on Amazon

Case Study

illy caffè: Brewing Success with Amazon

Case Study

Attracting a New Audience of Ojos, Labios, y Caras

Case Study

Expanding Brand Awareness for Boston Proper with Strategic Influencer Partnership on Bravo

Case Study

Lacing Up a Revolutionized 1P Personalization Strategy

Case Study

Sony Electronics Loves the Sound of Snapchat Performance

Case Study

Building a Full-Funnel Strategy with Amazon Marketing Cloud Custom Audiences

Select to go to the previous slide Select to go to the next slide

"*" indicates required fields

First Name*

Last Name*

Business Email*

Job Title*

Website*

Phone*

–Select–Under $15,000$15,000 – $50,000$50,000 – $250,000$250,000 – $500,000$500,000 – $1M$1M+Monthly Advertising Spend*

–Select–Analyst Firm (Forrester, Gartner, IDC, etc.)Event/ConferenceWeb SearchIndustry PublicationReferralSocial MediaTinuiti BlogTinuiti AdTinuiti Email/NewsletterWord of Mouth/Industry ExperienceOtherHow did you hear about us?*

Please specify*

Tell us about what you are looking for*

Comments

This field is for validation purposes and should be left unchanged.

GET IN TOUCH

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.