American Natural – Social Media
A new type of convenience store needed a new way to generate excitement.
American Natural was opening a new flagship store just north of Pittsburgh and
they were looking for a campaign that would generate traffic and interest in their
A targeted paid social campaign was a “natural” choice.
Social media provided the hyper-targeting necessary to reach the right people quickly. We created personas to segment the audiences and layered in behavioral targeting data to hit the ideal customer with offers, such as happy hour craft beer samplings for men 25-34, healthy lunches aimed at professionals, and fresh dinners paired with a bottle of wine for busy moms. We then ensured the messages were delivered at the right time and place through dayparting and geo-targeting. Additionally, we used data from their loyalty program to create look-alike audiences to find new customers. We reduced the cost per redemption by constantly monitoring and optimizing the campaign. Our organic social also worked in tandem with our paid efforts. The results gave us reason to celebrate as store traffic was up and media metrics were above industry norms.