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Challenge

Anheuser-Busch InBev, the world’s largest brewery, needed to support sales of their national brands with less share than Budweiser. They wanted to reach regional beer connoisseurs– the likely target of their new craft beers including Wicked Weed, Devils Backbone and Blue Point.

Anheuser-Busch InBev is relatively new to commerce marketing. But with an opportunity to leverage online grocery commerce, the company sought to increase consideration and sales in a dimension very different from the alcoholic beverage aisle in stores.

Solution

Anheuser-Busch partnered with Criteo on a Sponsored Products campaign running throughout 2017. Placements appeared on strategic retail partners, including Fresh Direct, Peapod, Boxed, and Walmart.

An “always on” strategy was employed and brands rotated at a variety of placements to drive awareness of lesser-known brands and encourage “add to cart” at the point of purchase.

How it works:

  • Relevant Advertising: Product ads are served to relevant shoppers on e-commerce sites, driving sales for brands.
  • Unprecedented Scale: Criteo Sponsored Products are served on more than 50 major retail sites globally, with more added every month.
  • SKU-level Attribution: Leveraging first-party point-of-sale data, brands can connect advertising to actual SKU-level sales outcomes across retailers, devices, and channels.
  • Actionable Insights: Criteo provides key insights into marketing performance across retailers to help brands confidently re-invest in winning media strategies.

Outcome

  • +650% average ROAS (Return on Ad Spend)

“Criteo Sponsored Products gave us a highly efficient marketing platform with measurable return on investment that surprised us it was so high. We are happy to be continuing the program and are excited to extend it as Criteo brings more grocery retailers into the network.”

– Carolyn Littlefield, Anheuser-Busch InBev

+650%

Average ROAS (Return on Ad Spend)