How Campbell’s Swanson Cooked Up 4x Return On Ad Spend

Most metrics in the advertising world suffer from being bland and uninspiring. In other words… tastes like chicken.

Campbell’s Swanson wasn’t satisfied subjecting their holiday campaign to such a grim outcome, and so they cooked up a much bolder recipe for campaign insights with the help of Millennial Media and Nielsen Catalina Solutions (NCS).

What’s the secret ingredient, you ask? Well, if we told you, then it wouldn’t be a secret… but you look like a trustworthy person, so perhaps we can let it slide this just this once. The secret ingredient is: people. More specifically, the actual incremental sales dollars generated by those people at the cash register.

NCS and Millennial delivered Swanson a 7% lift in incremental sales and a 4x return on their ad spend, outperforming CPG campaign benchmarks by 43%. These sumptuous insights were the result of a measurement methodology which isolated the behavior of buyers exposed to the ad vs. the control group of unexposed buyers.

Check out the full case study here.