Campbell’s Nutrition has remained the premier health food store in the Des Moines metro for over 80 years. As large chain retailers like Whole Foods and Fresh Thyme began to enter the market in 2012, Campbell’s saw their longstanding market share declining. Compounded with their location in an aging neighborhood, they came to us looking for ways to recapture the market they once held and to reach a new audience — health-conscious young millennials who flooded into Des Moines.
Project Goals
The three main goals for this project included:
- Improving awareness of Campbell’s full spectrum of products found within the store
- Connecting with young millennials in order to expand the customer base to the next generation
- Ultimately increasing Campbell’s target market and market share by driving customers to the store
Our Strategy
We used three tactics for Campbell’s campaign strategy — social media campaigns, paid search ads, and email marketing.
Social Media Campaigns
Our digital marketing strategy centered largely on using social platforms, including both posts and paid ads, to drive current and/or former customers to the store more often, generate traffic growth within our core target audience, and expand brand awareness within secondary markets through the promotion of niche product groups.
Paid Search Ads
In addition to social campaigns, we also ran paid search ads with customized lead tracking that enabled us to monitor the return on ad spend and foot traffic generated by the campaign.
Email Marketing
Finally, we rounded out our strategy with email marketing to alert shoppers of new products, special events, sales, and helpful tips.
The Results
After the year-long campaign, Campbell’s Nutrition reported their first year of growth in both sales and revenue since Whole Foods entered the market in 2012.