Overview
belVita, a trusted brand known for its range of breakfast biscuits that deliver sustained energy throughout the morning, teamed up with GroundTruth to amplify awareness of their product offerings available at Target and drive them to stores, in celebration of National Coffee Day.
Over the course of a one-month campaign, a strategic blend of Mobile and Digital-out-of-Home (DOOH) advertising effectively reached key target audiences, driving more than 221k visits to select Target stores.
The campaign utilized Click2Cart ads on mobile devices which enabled consumers to easily add belVita items to their online carts, resulting in over $476k worth of carted products.
belVita's Targeting Approach Based on Real-World Behaviors
To drive sales at Target for National Coffee Day, belVita launched a dynamic Mobile and Digital-out-of-Home campaign with multiple creative ad variations.
Consumers could click the ads on Mobile devices to directly purchase belVita products via Target’s site. The targeting strategy combined location-based, behavioral, and purchase intent data to reach the right audience at the right moment.
High-indexing optimizations were also used to refine the campaign in real-time, boosting overall awareness and driving measurable business results, including increased foot traffic and sales.
Location-Based Audiences
Reached consumers with proven visitation patterns to specified Target locations.
Purchase-Based Audiences
Included Coffee Purchasers, belVita Brand Purchasers, and Target App Users.
Neighborhoods
Reached shoppers in areas surrounding Target stores that showed high visitation frequency.
Retargeting
Spoke to shoppers who have engaged with recent Target and belVita campaigns to build loyalty and recognition.
Custom Behavioral Audiences
Delivered tailored advertisements to drive awareness among audiences such as Commuters, Gym Goers, and Coffee Shop Visitors.
On Premise
Captured shoppers attention during moments of purchase intent as they were inside of a Target or coffee shop, on lot, or in the retail area.
We were extremely thrilled with the results we saw pairing GroundTruth’s mobile and digital out-of-home tactics. Their team made it easy to hone in on exactly which coffee shops Target shoppers tend to visit, driving home the pairing of belVita with coffee for our National Coffee Day campaign. It’s great to see both add-tocarts and in-sore visits for a holistic approach to driving sales at Target!
Melissa P
The Impact of Combining Mobile and Digital-out-of-Home Media
By integrating Mobile and Digital-out-of-Home media, belVita effectively captured their target audience's attention across multiple touchpoints—ensuring repeated, sustained exposure to the brand.
The addition of DOOH to their strategy significantly boosted awareness of belVita products at Target, highlighting the perfect pairing with a cup of coffee. Markets that combined Mobile with DOOH saw substantial lifts in key business metrics, driving impactful results.
States with higher DOOH impression volumes saw increased Visitation Rates (VR), highlighting the impact of DOOH media on in-store visits.
New York
Impressions
Visitation Rate
California
California
Impressions
Visitation Rate
Illinois
Impressions
Visitation Rate
Texas
Impressions
Visitation Rate
Real Business Results
The partnership between belVita and GroundTruth delivered strong results for National Coffee Day, leveraging a blend of Mobile and Digital Out-of-Home (DOOH) advertising to boost awareness and drive sales. Over the one-month campaign, more than 221k visits to select Target stores were generated.
By targeting location, behavior, and purchase intent audiences, belVita effectively engaged consumers at key moments, driving both foot traffic and online sales. Click2Cart ads allowed for easy product purchases, accounting for $476k in transferred products, while DOOH media provided sustained brand exposure across multiple touchpoints.
Key performance highlights included a 3.44% visitation rate, $0.22 effective cost per visit, and over 101k products added to carts. States with higher DOOH impressions saw notably higher visitation rates, emphasizing the strong link between DOOH exposure and foot traffic. The campaign’s success demonstrated the power of combining Mobile and DOOH to create a seamless, data-driven approach that boosts engagement and accelerates conversions for maximum impact.
Campaign Performance
in carted dollars
Visits
Effective cost per visit
