At Corbin Brands, we are always testing and learning. This philosophy allows us to grow and evolve in a changing digital world.
A few work samples include:
1. Bavarian Meats Google Local Campaigns
In August 2021, Bavarian Meats announced their partnerships with the NHL’s newest franchise, the Seattle Kraken. Just as this announcement hit the media, their Seattle Style Smoked Sausage (The Official Sausage of the Seattle Kraken) arrived on the shelves of local Costco Warehouses. We leveraged Google Local Advertising Campaigns to target local fans and sausage shoppers across display, search, YouTube and Maps. We hit an average CPM of $.52 and drove over 234,000 store visits in the first two months of the campaign. More importantly, Costco placed a reorder and the product remains on the shelves.
2.Oberto TV targeting
We collaborated with Horizon Media and the Positivity Agency to extend TV flighting onto social platforms. The two agencies created an Oberto Beef Jerky TV campaign with All-Pro, Bobby Wagner, scheduled to run on specific networks in select markets. Knowing that Facebook usage surges during commercial TV breaks, we repackaged the creative for social media and aligned social targeting with TV delivery. We matched markets, networks, demographics, interests, timing, and geographies in social ad delivery. Doing so, we were able to serve social creative to the audiences watching the spots on TV. We reached 1.2 million targeted viewers with an average CPM of $2.31.
2. Fletchers retargeting to drive retail sales
Fletchers make The Seattle Mariners Beef Franks. They sell the same product at Mariners’ home games and local grocery stores. We dropped a pin on the Mariners stadium and served mobile-only ads to fans sitting in the bleachers. We then retargeted consumers who engaged with the on-premise ads to drive them to nearby retailers. The #1 ad metric for in-store purchase is Ad Recall Rate. The campaign averaged a 20.88% Ad Recall Rate; 12.2 points higher than the CPG average of 8.6%.
3. Pacific Gold buyer targeting
Targeting CPG buyers via social media is challenging. To bring these important targets into our social campaigns, we run targeted cost per click campaigns on LinkedIn. Once the buyer clicks on the “Learn More” button, they’re pixeled and rolled into our retargeted social campaigns. In the words one Walmart buyer at the Expo West Trade show: “I had to stop by and say hi. I see your ads everywhere.”
4. Cattleman’s Cut brand building
Over the last 4 years, we launched and built the Cattleman’s Cut brand from 0 to 25 million monthly social impressions. Currently, Cattleman's Cut is the fastest-growing meat snack in the convenience market and its Flank Steak Jerky holds the title of the fastest-growing meat snacks SKU. From day one, we have managed all social media touchpoints for the Cattleman’s Cut Brand.
5. Creator Campaigns
One of the top drivers of CPG purchases is friends and family recommendations. We manage creator teams (100+ members) and leverage creator platforms across most social networks, including the Tik Tok Creator Marketplace. Using these tools, we’re able to place targeted advertising dollars behind organic posts, so shoppers aren’t hearing about our client’s products from them; they’re hearing about them from their friends and family. We also hit 24% lower cost per recall (#1 driver of store lift) and 50% lower CPMs using creator posts versus brand posts.