The XPA awareness campaign ran for a full 3 months from October to December 2022. Initially, Murmur ran awareness campaigns on three different platforms: Meta, Youtube, and StackAdapt.
Meta – Through the Meta platform we opted for reserved buys on the platform to reach Capital’s specific target audience.
YouTube – YouTube allowed us to target CTV (connected TV) and other devices (mobile, desktop, and tablet).
StackAdapt – StackAdapt is a digital advertising platform that we integrated throughout this campaign to use contextual keywords for craft beer and XPA products.
From November to December, Murmur created an e-commerce campaign on PMax and Meta.
We were able to use the learnings from the awareness campaigns and apply them to e-commerce.
For Meta, we utilised lookalike audiences of past purchasers, XPA video viewers, and website visitors.
For PMAx, we also used past buyers, repeat purchasers, and craft beer keywords.
We were then able to leverage the awareness gained from to drive ongoing sales of XPA.