Barilla boosts the conversion rates of Gocciole
with LiveRamp retail media solutions
Barilla, the Italian pasta giant, partnered with LiveRamp retail media solutions to maximise the performance of Gocciole, its popular brand of cookies, with the objective of increasing the brand’s sales and conversion rates.
In customer spending on Gocciole
In global brand revenue
Return on investment
Barilla wanted LiveRamp to prove the added value of its solutions via this test campaign. Having viewed the results, the Italian agro-industrial company immediately signed up for several additional campaigns, focusing on sauces, pastas, etc. The campaign enabled the development of partnerships with other countries in which the Gocciole brand is present, such as Spain.
In total, the campaign generated 2.9 million impressions of Facebook and Instagram. The publications consist of visuals (static), but also videos (dynamic). They invite buyers to try out the new caramel biscuit. Each content element is adapted to the target audience. The targeted purchasers never see the same text, nor the same creative content.
For example, in the visual aimed at buyers of indulgence products, pieces of caramel and chocolate have been added. Why? Because these buyers have a particular proclivity for this type of recipe.
The creative was targeted at buyers from the biscuits category to emphasise the product itself. A close-up was provided of the new biscuit within the range.
Finally, the creative targeted at purchasers of the Gocciole brand focused on the biscuit packet and the notion that the product is new.
The campaign reached 295,000 users, representing the number of unique shoppers. This group was exposed to the creative an average of 10 times during the course of the campaign.
- Purchasers who had seen the advertisement spent + 6.2% compared to those who had not seen it (this result does not take recruitment into account).
- Turnover saw an increase of + 7.1%, it considered the following two aspects: expenditure and purchaser recruitment
- 7.8:1 return on investment (ROI), for each euro spent on the Gocciole brand