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Taylor Farms
Driving growth with an impactful paid media approach
Strategy | Paid Media | Measurement + Analytics
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Chopped Kits are Taylor Farms’ fastest growing segment and they lead with 33% market share and solid distribution. However, too few consumers know who they are or what sets them apart to drive future growth.
The multi-year Taylor Farms Chopped Kits campaign leverages a digital-first paid media strategy to efficiently and effectively reach and convert new consumers.
Media Flighting
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Through close collaboration with the Taylor Farms team and frequent market analysis, we reprioritized markets in between each media flight focusing on those with the right mix of ACV, BDI/CDI and sales performance.
Based on media campaign performance and sales analysis, the channel mix and creative storytelling has evolved year-over-year to improve campaign performance and ROI.
Paid media campaign performance resulted in a 4% lift in brand awareness and nearly 6% lift in brand preference, purchase intent and familiarity.
In addition, paid media campaigns have consistently garnered 20% more efficient CPMs vs. goals on key social platforms resulting in more affordable reach.