NatureSweet

Diversified media mix implementation allowed ad products to work in unison and successfully influence tomato purchasers.

Challenge

Smiths Agency was searching for a digital partner to identify and activate an optimal digital media mix recommendation for its client, NatureSweet. The CPG brand had been experiencing difficulty generating brand awareness and purchase consideration for its line of tomato products within the crowded fresh produce category.

Strategy

In conjunction with Smiths Agency, KORTX immediately brought its custom Captivate rich media unit to the table. This unique creative execution allowed NatureSweet to incorporate high-resolution video within a banner ad format that not only highlighted the quality of the products, but also showcased seasonal tomato recipes all within a single ad unit.

Simultaneously, the KORTX team recommended that NatureSweet continue running across Connected TV and Pre-Roll Video, while complementing the holistic campaign with Cross-Platform Display to drive awareness and boost scale against the target audience.

Success

With the addition of Captivate and an optimized media mix in place, KORTX and Smiths Agency achieved the KPI benchmarks for NatureSweet. The updated media strategy unified all ad tactics on the campaign and ensured that the brand maximized CTRs, CPVs, viewability and brand study applicants. The VCR benchmark of 80% was exceeded by all video tactics and a Nielsen study confirmed positive brand lift, resulting in a KORTX partnership extension for phase two of the campaign.