Meguiar’s | GroundTruth Results

Meguiar’s has been a long-trusted brand by delivering on their mission of fueling the passion people have for their cars with their suite of auto care products.

Real-World Solutions

Their partnership with GroundTruth aimed to steer consumers towards Walmart outlets to purchase their latest product, the Hybrid Ceramic Wash & Wax. Over a concentrated three-week period, the campaign successfully led to more than 75K visits to designated locations by leveraging precise targeting strategies on mobile platforms.

Beyond visits, Meguiar’s GroundTruth campaign resulted in 5X return on ad spend (ROAS) and an effective cost per visit of $0.57 , boasting how precision can lead to more efficient and impactful media investment.

Let’s dive into the strategies and tactics used to drive visits and other real business results for Meguiar’s.

Meguiar’s Drives Visits: Targeting Tactics

The widely recognized auto care brand, Meguiar’s, applied a blend of targeting tactics across mobile screens to bring consumers into Walmart locations across the nation and inspire them to pick up their new product.

The combination of behavioral and location-based audiences greatly contributed to the success of the campaign as it ensured the right consumers were being reached at the right times to drive conversions.

Location-Based Audiences

Targeted specified Walmart locations across the United States.

Custom Behavioral Audiences

Reached Car Enthusiasts, Recent Car Buyers, Auto Repair DIYers, and those interested in clean and polished cars.

High-Indexing Locations and Behaviors

Hyper focused on brands with high overlap such as Murphy’s that are located near the designated Walmart locations.

Purchase-Based Audiences

Focused on known purchasers of Meguiar’s products, auto wax/polish buyers, and DIY auto maintenance purchasers.

Visitation Spotlight

Out of the 75.3K total visits, 46% occurred from new visitors (those who have not been to a Walmart location in at least 90 days). Meguiar’s was very successful in driving foot traffic to the nearest respective Walmart locations to purchase their Wash & Wax product. Furthermore, 38% of visits occurred within one hour of ad exposure, highlighting the effectiveness of precise targeting tactics.

Visitation post-ad exposure peaked on Fridays as consumers were stopping into Walmart to purchase Meguiar’s products along with their weekend essentials. Meguiar’s saw an impressively low CPV of $0.57, solidifying the campaign’s success.

Real Business Results

The integration of targeting tactics on mobile devices played a pivotal role in the campaign’s success. By strategically combining behavioral, location, and purchase-based audience targeting, Meguiar’s effectively engaged their desired audience and directed them to specific Walmart locations featuring their hero and halo products.

The hyper-targeted strategies and captivating creatives were able to drive 34K new visitors to Walmart locations, greatly aiding in driving real business results for Meguiar’s.

Overall the campaign garnered 5X return on ad spend (ROAS) through 75K visits. The low cost per visit (CPV) of $0.57 also aided in the overall success of the Meguiar’s campaign with GroundTruth.

This campaign highlights how utilizing various precise targeting tactics increased both visits and sales for Meguiar’s over the course of a three week campaign. Through their partnership with GroundTruth, they were able to achieve their goals and secure their spot as one of consumer’s top choices for auto care products.

By the Numbers

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Visits driven by GroundTruth media

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Return on Ad Spend (ROAS)

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Of total visits were customers that had not been to Walmart in 90 days

Having partnered with GroundTruth for a number of years, I found their professionalism and dedication to be second to none. When coupled with great results and increased traffic in our targeted campaigns, it makes them a partner to go back to.

CLEMÉNT DELLACHERIE

3M, USAC Channel Shopper Marketer
CBG Auto Care Channe

Meguiar’s Achieves 5X ROAS with GroundTruth’s Precision Targeting

Meguiar’s has been a long-trusted brand by delivering on their mission of fueling the passion people have for their cars with their suite of auto care products.

Real-World Solutions