Success Story

Adams

Adams Case Study

“We used Rocket Fuel for both display and video. Rocket Fuel was one of a few partners, but quickly became the most efficient driver with great CTR and amazing video-completion rates. As the campaign progressed, Rocket Fuel’s efficiency skyrocketed. They also delivered the greatest brand awareness. We’re psyched!”

Mike Swisher
Media Planner Essence Digital

Metric Image

Goal

Drive brand awareness and video-completion rate

Challenge

Low market share and brand awareness

Product Used

Rocket Fuel for Direct Response

Advertiser

The Adams line of pet-care products makes protecting pets, family, home, and yard safer, easier, and more effective. A trusted brand sold by veterinarians since 1975, Adams now makes some of its products available to consumers. The consumer line features products that fight fleas and ticks on pets, in the house and in the yard – anywhere ticks, adult fleas, and their eggs and larvae are found. When Essence Digital decided to build interest in Adams’ products and awareness of the Adams Smarter Pet Care program online, it made Rocket Fuel one of its advertising partners. As the advertising program progressed, Rocket Fuel outshone the other partners and delivered impressive performance for Adams.

Goal

  • .1% CTR
  • Drive brand awareness
  • Drive video completion

Challenge

  • Low consumer brand awareness
  • Low market share compared to the big industry players
  • Weather was cool last summer, so this kept product demand down. Fleas and ticks thrive when it’s hot and humid. In spite of that, an outstanding response.

Results

  • 47% video completion rate
  • Overall CTR: .361% – 261% better than goal
  • Pre-roll CTR: 1.215%
  • At 141% Rocket Fuel drove greatest lift in brand awareness among all partners
  • Rocket Fuel drove the most efficient site traffic among all partners

Product Used

  • Rocket Fuel for Direct Response

Why Rocket Fuel?

  • The sophistication of its ability to identify interested consumers
  • Ability to hit the audience in the right place
  • Optimization capabilities
  • Strong existing relationship with Rocket Fuel

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Adam’s Flea & Tick? They tend to be:

  • Pet owners
  • Those in areas with hot, humid weather
  • Do-it-yourselfers
  • Consumers who want to be educated about pet care

Popular Content Dategories

  • Pork
  • Coffee & tea
  • Fruits & vegetables