Johnsonville Case Study

GumGum’s Ad Platform Is the Secret Ingredient to Sales Success for Johnsonville Sausage.

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Learn how GumGum increased sales for Johnsonville Sausage by applying our computer vision technology and custom high-impact solutions within contextually relevant content.

THE ASK

OUR TACTICS

Johnsonville tasked GumGum with persuading grillers to choose Johnsonville Brats for their summer holiday occasions. The primary objective was to drive sales lift by placing Johnsonville messaging within contextually relevant content.

The campaign leveraged GumGum's contextual targeting capabilities to reach Johnsonville Loyalists and Holiday Grillers who frequently visit Food & Drink, Lifestyle, Travel and Sports sites in the GumGum publisher network. On these sites, GumGum sought to place Johnsonville ads on pages that included images and keywords relevant to grilling, BBQ, summer holidays, dinner recipes, cooking and more. There were strategic heavy ups implemented around key grilling holidays, like the Fourth of July and Labor Day, in order to keep Johnsonville top of mind as the go-to grilling brand.

INTRODUCTION

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PERFORMANCE

ROAS

$3.51

total incremental sales

$350,617

.75%

Johnsonville Sausage % share change increased by .75% during the analysis period.

Competitor percent share decrease

-19%

of incremental sales came from Johnsonville Loyalists

73%

of incremental sales came from users with a higher income (HHI $75K+)

71%

of incremental sales came from new brand buyers

19%

1.8x higher than the industry benchmark of $1.98

Hillshire Farms, a main competitor, experienced a decrease in percent share while this campaign was live.

PERCENT SHARE INCREASE

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Audience Insights

tailgating recipes grilled summer sausage bowl cheese buns sausages wrap heavy-duty foil grill, uncovered medium-hot heat melted serve

TOP IMAGES/KEYWORDS

Washington, D.C.

TOP PERFORMING AREA

Sports

TOP PERFORMING VERTICAL

Mobile

TOP PERFORMING DEVICE

BEST TAILGATING RECIPES FOR 2020

Grilled Summer Sausage In a bowl, combine giardiniera and sugar; set aside. Place cheese in buns; top with sausages and giardiniera mixture. Wrap individually in a double thickness of heavy-duty foil (about 12x10 in.). Grill, uncovered, over medium-hot heat for 8-10 minutes or until heated through and cheese is melted. Open foil carefully to allow steam to escape. If desired, serve with additional giardiniera.

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SCENE DETECTION

GumGum partnered with Forrester Research to conduct a T.E.I. study that demonstrated the total economic impact of GumGum's advertising solutions on the Johnsonville Summer Grilling Campaign.

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RECOGNITION

VIEW ARTICLE

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GumGum’s Ad Platform Is the Secret Ingredient to Sales Success for Johnsonville Sausage.