01
Challenge
Promote the Grand Opening of a new Sprouts location in Tampa, Florida with sustained presence in new market.
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CASE STUDY
Sprouts Farmers Market Grand Opening
- Google Stack
- Meta
- Display
- Streaming TV
- OOH
- Waze
02
Approach
Target the Health Enthusiast audience within a 10-mile radius of the new store location with a custom, multi-channel media mix designed to drive pre-GO awareness, with post-GO traffic and sales through creative media planning and buying strategies.
Google Stack
Utilized SEM and YouTube to drive awareness and conversion in the post-grand opening phase.
Correct setup is crucial for YouTube ads to drive conversions. With a grand opening underway, capturing a wide YouTube audience through an ads campaign that was optimized for just that would spell success for Sprouts. Potential customers would need to not only know about the grand opening, but understand why they should attend. After the opening, ensuring that this audience saw follow-up ads would help support post-GO traffic.
Waze
Leveraged Waze to drive awareness of the new store location and encourage drivers already in route to stop at their new local Sprout’s location.
With smart, creative media buying and planning, Bloom was able to secure space on Waze to show potential customers relevant promotional offers from Sprouts, as well as let them know where the new store location was when they were already on the road. Because of the need for customers from the immediate ten-mile radius around the store, Bloom was given a direct bullseye and knew when and where to display their Waze advertisements.
Meta
Drove RSVPs and awareness of the new store location in Tampa through engaging pre-GO strategy and messaging encouraging visits to the store on GO day.
Bloom’s team of creative media buying and planning experts harnessed the power of Meta’s brand awareness ads. With sights set on the health-enthusiast-minded, campaigns were retargeted to move up and down the conversion funnel as needed – Facebook’s behavioral retargeting allowed Bloom to segment those potential grand opening guests accordingly.
Display
Utilizing our first-party audiences to create lookalikes and retargeting campaigns, we increased reach and frequency across premium publisher sites with contextually relevant categories promoting the new store location.
Streaming TV
Using premium publisher content and Full Episode Player programming, we supported top of funnel with STV using localized messaging in the Tampa market.
The Health Enthusiast demographic that Sprouts was looking for could be easily targeted to increase brand awareness among that specific group by focusing on programs that the audience streamed regularly. This way, foot traffic both before and after the grand opening could be increased.
OOH
OOH static and digital units were placed strategically within a 1-5 mile radius around the new store location to boost awareness and attract more foot traffic to the store.
Keeping within the mile radius Sprouts needed to target, Bloom’s team of media planning and buying specialists drummed up both digital and static out-of-home (OOH) advertisements and placed them directly where the target demographic was sure to see them.
03
Results
Above CTR Bench
1 %
Foot Traffic Lift
1 %
Total Impressions
100 M
Sign Up Increase
1 %