Case Study / Truly

Unifying Male C-Store Shoppers with Their Go-To Summer Seltzer

Brand

Truly

Industries

CPG 

AUC cracked open Truly Hard Seltzer’s summer, boosting convenience channel sales 42% by funneling male shoppers through a targeted media plan. 

Even though Truly was a household favorite in the growing seltzer category, there were still gains to be made, especially in the convenience channel, which over-indexes in male shoppers.

Our custom, channel-focused media plan’s highly targeted approach delivered trip-driving digital content and incentivized offers through six conversion-focused media partners. We served the right content to the right people at the right places and times, sending male drinkers to c-store coolers for Truly all summer.

Our contextual creative moved shoppers: starting at OOH with c-store locators, utilizing targeted push notifications to keep Truly top-of-mind, and converting at c-stores with bold Gas Station TV ads, signage and cooler takeovers.

Our precise plan blew past awareness and conversion goals with a whopping 42% increase in sales and 645MM impressions. For Truly, we created a unified front at c-stores to make them the seltzers of summer.  

Creative

Grab Your Flavor

Creative

Grab Your Flavor

Creative

Responsive Digital Media

Creative

On the Move

Creative

Digital OOH

+42%

Growth on new items and +3% on core, while the rest of the US declined -2% in sales

+10%

Unit growth on featured brands at Walmart 

+4.9

Dollar share increase

645MM

Total impressions served (all partners)

2.3pts

Closed the share gap between C-store and large format

14.2X

Push notifications drove 14.2X purchase intent lift (3.5X platform benchmark)

C-Store 

The Truly Summer C-store was successful in driving conversion and awareness for C-store shoppers during the summer drive period, surpassing vendor benchmarks across nearly every media partner.

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