A Fortune 500 CPG Brand Used Transparency To Streamline $50MM of Budget And Nearly 8,000 Ads

OVERVIEW

Steadily but surely, social advertising has been increasingly eating the lunch of display and search—expanding its budget share by 376% over the past decade. However, this impressive growth is not only isolated to digital budgetsalone, but also to the number of teams and external partners brands employ to launch their campaigns.

In fact, we’ve seen a 221% increase in the number of individual companies that are involved in a single campaign over the past two years. This trend makes it critical for companies to streamline their intelligence in order to gain better transparency and consequently, improved performance.

As a Fortune 500 company that is well-versed with this challenge, a Leading CPG Brand worked with Unified to connect the multiple teams, both externally and internally, that were working on their social advertising campaign initiatives. There were six teams total, which included:

  • The CPG Brand’s Media Team

  • The CPG Brand’s Strategy Team

  • The CPG Brand’s Analytics Team

  • The Agency’s Media Team

  • Unified’s Managed Advertising Service Team

  • The CPG Brand’s Community

  • Management Team The Agency’s

  • Analytics Team

TRANSPARENCY, REDEFINED

Let’s face it—most companies have at least a little bit of insight into the performance of their campaigns via spreadsheets and/or presentations. However, the depth, breadth, and speed in which they receive crucial intelligence can be the difference between ROI fortune and fail. In this case, there were multiple teams that were essentially focused on different functions touching the same campaigns. In a more traditional “hands off” type of brandto-agency relationship, agencies work in a vacuum and are gatekeepers to performance, which results in the potential for inconsistencies, inefficiencies, and missed learning opportunities would be high. Working with Unified, The Brand plugged in all ad accounts into the Unified Platform and ensured all teams had the access necessary to track various performance metrics in real-time, share learnings, and enable all parties to work off of the same overarching strategy while performing against their individual goals. As a result, The Brand was able to cultivate their KPIs, make real-time adjustments as needed and ease an often tedious reporting process.

6
teams connected into the Unified Platform
7,975
ads deployed

CLEANER, CUSTOM KEY PERFORMANCE INDICATORS (KPIS)

It’s no secret that each social network has painstakingly developed their own standard reporting. Typically this comes complete with off-the-shelf KPIs like CPV, that cover only some of business needs. But what happens when you need something a little more custom like the cost per 50% view or swipe ups per impression?

Finding themselves in this exact situation, marketers wanted to better measure the virality of their messaging, and leveraged Custom KPIs within the Unified Platform to make this process seamless.

The Teams That Benefited

  • The CPG Brand’s Media Team
  • The CPG Brand’s Strategy Team
  • The CPG Brand’s Analytics Team
  • The Agency’s Media Team
  • Unified’s Managed Advertising Service Team
  • The CPG Brand’s Community Management Team
  • The Agency’s Analytics Team

How It Helped The Brand

Prior to leveraging Custom KPIs within the Unified Platform, this virality metric was manually calculated and added to reporting after the fact. Now this is metric-calculated and displayed effortlessly in an easy-to-read reporting dashboard within the platform. This not only streamlined their processes, but eliminated the effort needed to calculate it by hand, which typically leads to potential human errors. Additionally, The Brand’s community managers were able to better assess the success and reach of their engagements.

~8
Hours Saved Per Analyst
150+
Reports Impacted

PACING CAMPAIGNS WITH PRECISION

From the very moment a campaign starts, the need to understand performance in real-time becomes critical. After all, if you overspend, your costs are too high, or if you underspend, you may get less budget allocated for the next promotion. Typically, this involves several team members going into each individual campaign, exporting performance data, then stitching the numbers back together so experts can add formulas to uncover pacing for a specific timeframe (e.g. 3 days, 1 week, 1 month, etc.).

With the potential of running a large number of campaigns, sometimes simultaneously, The Brand needed a more efficient and turnkey solution. Using Unified’s user-friendly Pacing Dashboard, marketers were able to access color-coded, intuitive visualizations that allowed them to know the status of each campaign in real-time with a mere glance.

The Teams That Benefited

  • The CPG Brand’s Media Team

  • The Agency’s Media Team

  • Unified’s Managed Advertising Service Team

  • The CPG Brand’s Community Management Team

How It Helped The Brand

Not only did the pacing dashboard replace the previous tedious process, but also allowed media teams to see when campaigns are live and easily monitor performance by line item.

5,810
Line Items Paced
$50MM
Budget Dollars Managed

SMART LABELS FOR SMARTER INTELLIGENCE

You don’t have to be a neurosurgeon to know that the more manual a reporting process is, the greater chance for inconsistent methodologies, errors, or extended prep times. In fact, according to Forbes, approximately 90% of spreadsheets have human errors—a troubling statistic given executives are making crucial decisions based on this intelligence.

To avoid such pitfalls, The Brand utilized Unified’s Smart Labels feature, which allowed them to auto-generate labels to consistently and effortlessly categorize paid media data. This was particularly useful due to the fact that The Brand ran media on multiple channels for many business lines, initiatives, and sub-brands.

The Teams That Benefited

  • The CPG Brand’s Media Team

  • The Agency’s Media Team

  • Unified’s Managed Advertising Service Team

How It Helped The Brand

Not only did the Pacing Dashboard replace the previous tedious process, but it also allowed media teams to see when campaigns are live and easily monitor performance by line item.

25
Hours Saved Per Month
300+
Reports Generated

CONCLUSION

In this case, the CPG Brand had several operational issues to overcome before they could see meaningful progress in their ROI. The first goal was to gain data ownership, which lead to increased transparency that marketers used to make the adjustments that they didn’t originally know they needed. This was paramount to overall success, and significantly increased desired outcomes, saved time, and improved cost efficiency.