ZURU Group boosts purchases of Goodlands’ new pet food using retail data

BUSINESS OBJECTIVE 

Generating purchase intent for a new product line 

ZURU Group is a global toy and consumer goods company known for its innovative and affordable products. Founded in New Zealand, the company has become a leader in the global toy industry with popular brands like Bunch O Balloons, XSHOT, and 5 Surprise. 

Beyond toys, ZURU offers new-age consumer goods for millennials and Gen Z with brands like Goodlands, which focusses on pet care. For one of its latest initiatives, a pet food line for cats and dogs, ZURU launched a campaign centred around ingredient traceability through Goodlands’ Smart Trace™ technology. 

Having previously worked with The Trade Desk across many of its brands, ZURU partnered with Walmart DSP for the Goodlands campaign to help drive purchase intent for its new line among the key target audience, customers who recently bought ZURU products, as well as net new buyers. 

SOLUTION 

Activating an omnichannel campaign powered by retail data 

For the product launch, ZURU unleashed its campaign via Walmart DSP, powered by The Trade Desk, at the same time as National Pet Month. The team targeted key audience segments using Walmart’s first-party customer insights, including recent purchasers and lookalike audiences. ZURU strategically activated this retail data using an omnichannel campaign across connected TV (CTV), video, and display. 

ZURU used several measurement solutions within Walmart DSP to understand the impact of its media spend. To understand lift in brand awareness, the company leveraged a brand lift study integration from our in-platform partner, Lucid, marking a global-first activation. It also looked at sales data across Walmart stores and online, including the New Buyers metric, to understand how well it was driving sales outcomes and winning market share. 

RESULTS 

Boosting brand awareness and purchase intent 

The campaign delivered impressive results for a new brand launch, driving a substantial 3% increase in brand awareness in just a month, as measured by the Lucid Measurement by Cint brand lift study*. 

Demographic insights showed significant lifts in brand awareness and purchase intent. For dog food, ZURU saw a 7% lift in purchase intent among the 35 – 44 age group. For cat food, it saw a 13% lift in brand awareness among the 35 – 44 age group and an 8% lift in purchase intent among the 25 – 34 age group. 

Additionally, the campaign helped Goodlands win market share by attracting a significant number of new buyers at Walmart, with 77% of cat food purchases and 79% of dog food purchases made by first-time ZURU customers. 

The campaign exceeded overall expectations, delivering a 65% ROAS for cat food and 44% ROAS for dog food, as measured by Walmart DSP closed-loop reporting. ZURU also observed a programmatic halo effect, seeing an audience overlap of 37% for recent dog food and cat food purchasers. This indicates that customers exposed to the dog campaign purchased cat food products and vice versa. 

*Source: Walmart DSP platform data, 2 – 31 May 2024. 

Want to learn how you can leverage retail data to help drive purchase intent for a new product launch? Contact us below or reach out to your account manager at The Trade Desk today.