Winning the shelves back, then selling through them
Cannabis brand · California delivery marketplace · 13-week campaign
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Advertising timed to a return to the menu
By spring, this edibles brand had dropped off most of a California delivery marketplace. It was stocked at a small fraction of the platform's locations and moving single-digit order volume in a month.
Retailers then began restocking it. MediaJel launched display advertising inside the marketplace to line up with that return, so shoppers encountered the brand during the same weeks retailers were deciding whether the restock was worth keeping.
Every shopper who bought during the campaign was then matched against the marketplace's purchase history to establish what they had been buying beforehand.
Almost all of them were buying the brand for the first time that year
Most of the buyers came over from a competing brand, and the large majority of those had been buying one of the category's four best sellers. This was share taken from the front of the shelf, not the back.
Locations that had never carried the brand produced 43% of its sales
Within two weeks of the first ad running, the brand recorded a first-ever sale at eight locations that had not stocked it before. By the end of the campaign it was on nearly all of the platform's shelves, up from a small fraction of them.
About one in five first-time buyers bought again
19%
60 days
An early read rather than a settled rate. The campaign ran for 13 weeks, which limits how many first-time buyers could be followed for a full 60 days afterward.
Re-entering distribution is when advertising matters most
The weeks right after a restock decide whether the shelf stays. Let's talk about putting media where the product already is.
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