Specialty Snacks and Condiments Brand
Used Motista's intelligence to accelerate profitable revenue growth.
A specialty food brand used Predictive Intelligence on Motivations™ to grow digital engagement and consumer spend.
CHALLENGE
This snacks and condiments brand had established aggressive expansion goals. The current strategy - emphasizing product extension, expanded distribution and digital content - was underperforming these goals. Intensified competition from traditional and organic competitors complicated matters.
SOLUTION
Motista empowered the brand to identify Emotionally Predisposed consumers - individuals most likely to form enduring connections with the brand. These consumers were validated to concentrate greater spend and recommend the brand more often. The brand prioritized a “sweet spot” of consumers for marketing: Emotionally Predisposed consumers within the brand’s key lifestyle segments.
Motista next provided the precise motivations - emotional and rational - accurately predicting consumer behaviors at each step of the purchase journey. These were the brand’s customized Predictive Motivations™: The motivations predicting consumers to consider the brand, pull the trigger (in-store or online), buy more often, try other products from the brand, and recommend the brand.
Finally, Motista provided the brand’s team and agency recommendations to activate the intelligence through marketing and digital experiences.
ACTIVATION
The brand targeted Emotionally Predisposed consumers through its media ecosystem so that campaign dollars were spent against people most likely to connect. In addition, Emotionally Predisposed consumers were targeted through the brand’s growing first party data.
The brand and its agency applied the Predictive Motivations to integrated marketing tactics to build the strongest emotional connections with consumers. Advertising, social media content and direct marketing - including messaging, creative design and tone - were informed by Motista’s intelligence. Creative teams were equipped with a deep understanding of the Emotionally Predisposed consumers and their motivations.
The brand’s digital properties were evolved using the Predictive Motivations, including messaging, content and imagery.
The brand used Motista’s intelligence to jumpstart its online community, as Emotionally Predisposed consumers were most likely to engage and advocate.
RESULTS
This food brand accelerated sales growth by using Predictive Intelligence on Motivations.
Emotionally Predisposed consumers generated 30-39% more annual purchases from the brand, when targeted.
Newly acquired Emotionally Predisposed consumers converted at higher rates and ramped spend faster, boosting ROMI.
Like many CPG brands, digital engagement with consumers was (and remains) a high priority. Emotionally Predisposed consumers were 41-54% more likely to interact with the brand through its digital properties. By targeting these consumers, the brand advanced the progress and impact of its digital strategy.