Mar 11 2015
Basis Technologies

#CentroInAction: Quenching the thirst for local success


When it comes to snacks, everyone has a favorite. It’s hard not to, especially with the enormous influence of creative advertising. It’s common knowledge that the best snack campaigns result in increased brand recognition and, ultimately, more products purchased. But for some brands, improving brand recognition on a regional level can be challenging, and many find boosting local awareness easier said than done.

A national soft drink label came to us with this exact issue. It had plans to launch a sweepstakes campaign at quick service restaurants that served the drink. Customers who purchased the client’s product at participating locations could enter the sweepstakes by accessing a microsite via a snaptag on the packaging. The strategizing, planning and execution process required for these local digital campaigns proved to be challenging for this company, and would require greater bandwidth and resources than the client had. Additionally, the client needed guidance on market budgets to fit its media plan. Without help in these areas, the soft drink’s campaign would go flat.

Centro’s vast experience with local digital campaigns simplified the entire process for the beverage company. Through early research, the team found that gamers in the regional markets were some of the biggest consumers of soft drinks and were also very active online. Furthermore, the research and strategy team used its subject matter experts, access to data, and historical performance insights to help recommend media spend levels that would maximize reach to regional audiences.

In order to properly recommend ad frequency and budget for each market, the Centro team applied third-party research to the client’s campaign objectives. This resulted in a campaign strategy that included a combination of audience buying tactics to reach a broader population, custom gaming units for maximum engagement and a narrow targeting strategy to track the customer’s social behaviors.

The campaign was a great success. With Centro’s help, it delivered 15 million impressions, 38,000 clicks and over 500,000 unique engagements, all for a CPC of $3.26. This digital performance led to a 6% overall increase in soft drink sales among the participating quick service restaurants during the campaign’s runtime. The client was so pleased that it approached Centro to handle all of its future local marketing initiatives.

At Centro, we offer a modern approach to digital media. With over 13 years and 100,000 campaigns to our name, we leverage advanced technology, proven tactics, and industry expertise to build campaigns around the channels and platforms that drive the greatest results for our client’s specific business needs. People and technology are at the heart of Centro, and are the essential parts in every #CentroInAction story.