Halloween Candy Case Study

For a Q4 Halloween program, Chicory ran an omnichannel campaign that promoted candies for sale at Ahold stores. The campaign made ads shoppable with Chicory's Click-to-Cart technology, plus measured in-store lift to help understand how ecommerce engagement translates to in-store sales.

 
Halloween Pairings Recipe Mobile

Campaign Objectives

  • Drive online add-to-cart engagements at Peapod.
  • Drive foot traffic to Ahold stores, where the brand's Halloween candy was displayed.
  • Boost awareness of branded content, educating consumers on how to use candies in new and interesting seasonal recipes.
  • Contribute to overall sales for the brand during the holiday as part of a larger campaign.

When Halloween rolls around, there's one thing that comes to mind: candy. For one national confections brand, Halloween is their biggest sales opportunity throughout the year. So it was time to seize the opportunity to boost incremental sales through new usage ideas, shopper marketing and ecommerce tactics.

The brand worked with Chicory in a two-fold campaign. They used Chicory Premium and Audiences to promote candy apple recipes, suggesting new ways to play with candy during the holiday. The ads targeted party planners and appeared on seasonal recipe content in the Chicory network.

Second, they used the same tactics, but activated with a Chicory Click-to-Cart shoppable link. Online shoppers who clicked on those ads added the brand's candies directly into their Peapod online grocery carts instantly.

Finally, foot traffic to Ahold stores was measured with a third party Placed study, showing how many digital shoppers were inspired to visit brick-and-mortar stores. Overall, the campaign helped contribute to a 2% sales increase for the brand.

Results

1.5x

CTR performance across the campaign was 1.5x stronger than Chicory platform benchmark.

5,024

Display and Premium tactics produced over 5,000 ecommerce engagements with Peapod shoppers.

1,487,065

Measured by Placed foot traffic study, the campaign resulted in almost 1.5 million store visits to Ahold brick-and-mortar locations.

$0.03

Cost per store visit was 10X stronger than third party category benchmark.

 

Demographic data showed stronger performance among families and higher net worth households. Digital behavior of these shoppers also reflects a professional, deal seeker and financially savvy customer.

CHICORY SHOPPER INSIGHTS