Brands have seen more than a few disruptions in 2020. Consumer shopping habits are fundamentally changing along with the way that brands can connect with them. Retailers and brands alike have had to redefine consumer engagement during stay-at-home orders and social distancing. All this at a time where media and content channels have surged into digital consumption.
Cheerwine soft-drink is “uniquely southern” with an incredibly loyal consumer base. Since 1917 fans of Cheerwine have been enjoying this Carolina born soda and are thirsty for throwback cans, innovative products like ice cream and that delicious one-of-a-kind taste. During the pandemic the Cheerwine brand team moved quickly to seize the moment and turn to digital. More specifically, digital audio with Pandora. Creating a partnership with Pandora allowed the brand to open up an entirely new set of addressable moments with fans. Pandora, along with SiriusXM and SoundCloud, enjoys a massive audience of over 120M+ MUV. Cheerwine was able to deploy various media tactics and consumer targeting to reach the right consumer with the right message.
To provide campaign measurement analytics for Cheerwine, Pandora partnered with Placed-FourSquare. The results of the study revealed that:
The campaign drove 12.4% behavioral lift in visitation, meaning 481,340 of the total store visits were incremental foot traffic to specific named retailer locations from users who had been exposed to the campaign on Pandora.
There was a 17.2% Standard Lift with 636,227 store visits projected incremental visits to named retailers due to media exposure on Pandora.
Finding a way to continue to connect with fans and drive those consumers into strategic retail locations was the dynamic solution that the Cheerwine team was determined to create.
Streaming audio publishers like Pandora/SoundCloud are delivering highly targeted audiences at scale. Together with profound insights and analytics around consumers, retailers and brands, they create an echo-system rich for marketers in any environment.
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