CASE STUDY

Dish Media Thinks Outside the Can to Reach A Healthy Snack Audience

Snapshot

SOLUTION AREA

Marketing

SOLUTION

NCS Targeting

INDUSTRIES

Food and Beverage

CLIENT

Manufacturer

The Goal

Win new buyers from healthy snacking categories; measure how advertising impacts purchasing.

Is “tuna” synonymous with “snack”?

At first glance, perhaps not—but that didn’t stop this savvy tuna brand (and their purchase-based targeting partner), from making it snackable with creative targeting.

Together with DISH Media and NCSolutions, the tuna brand set out to create a cross-platform campaign running on linear TV, DISH and Over-The-Top (OTT) that would grow its recently-launched product line using a purchase-based approach. And it worked. In fact, it worked so well, the brand used the same targeted, addressable approach for future campaigns to continue to drive incrementality by reaching the right buyers.

The Strategy:

Build off the learnings of their prior campaign by delivering an addressable TV campaign on DISH Network to an NCSolutions purchase-based audience.

The Challenge:

Conquesting new buyers requires more impressions and therefore higher spend than increasing loyalty among existing buyers.

The Results

The sub-brand increased share of Total Brand Sales by more than 3X from 2020 to 2021

Previous buyers of the tuna brand’s new line were highly responsive to the campaign messaging:

They contributed to 27% of the incremental sales, while only making up 3% of the exposed households.

"Reaching an addressable, purchase-based audience with DISH Media that was already buying convenient, protein-rich snacks proved to be a winning strategy. And by making continuous adjustments based on our learnings, we were able to grow the line and brand at large."

Jose Moreira

Sr. Manager,

Advanced TV Analytics

DISH Media