The category leader kept winning first-time buyers
Cannabis brand · California delivery marketplace · 16-week campaign
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Ads placed inside the store where the purchase happens
This brand is one of the leaders in disposable vapes on a major California delivery marketplace. For a brand that size, growth cannot come from the customers it already has. It has to come from new ones.
MediaJel ran display advertising inside the marketplace itself for 16 weeks, reaching shoppers while they were already browsing. Eleven creative versions ran at the same time so the sales data could show which ones worked.
Impressions and clicks cannot tell a market leader whether it is winning new customers or simply reaching the same ones again. So every shopper who bought during the campaign was matched against the marketplace's purchase history to establish what they had been buying beforehand.
Almost two thirds were buying the brand for the first time that year
Of the shoppers who switched over from a competitor, most were leaving one of the category's four best-selling brands. This was share taken from the front of the shelf, not the back.
Shoppers who saw the ads bought more often
Across the marketplace, a set share of all orders included this brand. Shoppers the campaign reached beat that rate.
Both results are statistically solid. Both show a strong link between seeing an ad and buying, not proof the ads caused it, because the campaign targeted shoppers who were already more likely to be interested. Holding the ads back from a random group is what would settle it.
About a third of first-time buyers bought again
30%
34%
Close enough to treat as the same rate. The campaign was bringing in buyers who stick, not one-time shoppers chasing a promotion.
See where your buyers are coming from
Impressions and clicks will not tell you whether you are winning new customers. Buyer origin will. Let's talk about what it would show for your brand.
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