New York Bakery Company’s programmatic strategy increases engagement by 82%

Advertising (158), Content (202), Customer Experience (140), Data & Analytics (100), Social (201), Strategy & Operations (119), Consumer Goods (62), Retail (177), US (99), Americas (126)

New York Bakery Company’s newly implemented programmatic strategy increases engagement by 82% and generates 23.5 million impressions over an eight-week period.New York Bakery Company’s newly implemented programmatic strategy increases engagement by 82% and generates 23.5 million impressions over an eight-week period.

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Summary

The New York Bakery Company was looking to generate brand standout and increase awareness and engagement amongst its audiences. Equimedia embarked on a new strategy to build longer-term brand value, while also delivering ongoing support for concurrent promotional activity and standout in the bread category.

The three-month programmatic campaign combined New York Bakery Company’s social media channels (YouTube, Facebook, Instagram and Twitter), Google Sponsored Promotions and harnessed equimedia’s own programmatic trading desk to time social media placements online alongside TV creative air times, which led to the campaign delivering 2.5 million impressions. NYBC received 58% more clicks and 81% more engagements than anticipated on social media and spiked website traffic, while remaining on budget. 

Objectives & Aims

With New York Bakery Company facing increased category competition, the company wanted to bring the brand to life online and attract more customers by driving penetration of the range and integrating with existing media campaigns.

The target focus was to engage and inspire new, long-term valuable customers, such as inspiration-seeking mothers who are regular bread buyers, were open to new ideas and enjoyed variety.

The second target group was young urbanites, who were more likely to pay extra for quality, preferred brands, and receptiveness to the healthier eating option and meal flexibility offered by bagels.

Implementation, Execution & Tactics

The digital media plan linked to the ongoing campaign and concurrent in-store offers to build on an established awareness platform.

The campaign strategy capitalised on New York Bakery Company’s already existing strong brand identity, with which equimedia formulated a campaign focusing on building exposure with untapped audience groups by using timed engagement through video and social creative.

The online media strategy synced with TV advertisements, along with chosen paid social deployment through Google Sponsored Promotions. The programmatic strategy targeted potential consumers who were close to supermarkets with the product on promotion – this eventually expanded to other targeted audiences through similar lists, category and site content keywords.

Results

The campaign delivered 23.5 million impressions over an eight-week period, and delivered 58% more clicks and 81% more engagements on social media. Engagement through Facebook and Instagram was high, seeing 225 post comments, 146 post shares, 296 page likes and 15,824 post likes.

There was also 82% increase in web traffic to New York Bakery Company’s website.

Brand consideration on YouTube alone increased by over a fifth (21.1%) after exposure to campaign creative, and those who saw the ad at least twice were twice as likely to buy a New York Bakery Company product as those only exposed to a single video.