Case Study: Reaching Hispanic Moms Through Audience Segmentation

Challenge

A large CPG company needed to target Spanish-speaking women and moms across the United States to build awareness and generate email sign-ups for a recipe and product promotion site.

Solution

To build awareness and drive email sign-ups, Accordant:
  • Developed a custom segmentation strategy
  • Employed multiple targeting tactics including:
  • Behavioral (Moms/Offer Seekers)
  • Contextual (food& drink)
  • English & Spanish prospecting
  • Re-marketing
  • A Spanish browser overlay was also used for behavioral and contextual targeting to ensure the reach of Spanish-speaking users.

Results

Over the first 14 days of the campaign, Accordant Media:
  • Reduced CPA by 89% (decreased from $180 to $20)