Stuffed Puffs Toasts to 58% Lift in Sales With Strategic CTV

As we approach Halloween, store shelves are being wiped clean of seasonal décor, costumes, candy, and snacks. CPG brands, to keep up with demand, must find new and innovative ways to lean into autumn with festive treats in flavors like pumpkin spice, apple cider, and toasted marshmallow. In fact, the latest research from the National Retail Federation found: 

• Halloween spending in 2023 is expected to reach a record $12.2 billion, exceeding last year’s record of $10.6 billion  
• Consumers anticipate spending $108.24 per person 
• 73% of consumers plan to celebrate Halloween this year, up from 69% last year and 68% in 2019 

So, to stand out from the crowd, CPG brands are not only developing new products but also reconsidering their media mix to reach shoppers – across screens and devices – throughout the customer journey.  

Connected TV (CTV), as one of the fastest-growing channels, has emerged as an innovative way to engage consumers. However, many advertisers have struggled to make the most of this impactful marketing tool. Enter Cadent and Catalina.  

Stuffed Puffs’ Challenge 

Launched in 2012, Stuffed Puffs are the invention of founder Michael Tierney in response to the difficulty of melting chocolate to create the perfect s’more. Since then, the brand has gone on to develop a variety of flavors beyond the classic milk chocolate-filled marshmallow, including Monster Marsh, which features green marshmallows filled with chocolate and covered in sprinkles. For this campaign, Stuffed Puffs and their media agency Junction 37 wanted to get the word out about its product to drive trial and keep their brand top of mind. 

Goals
• Increase customer acquisition
• Lift brand awareness and sales
• Improve campaign efficiency

The Solution 

Partnering with Cadent and Catalina, Stuffed Puffs was able to use CTV for lower-funnel activities like driving trial generation and repeat purchases. 

The Plan 

Together, Cadent and Catalina implemented a CTV campaign using Catalina’s Purchase-Based targeting through Cadent Aperture Platform to pinpoint Marshmallow & Smores Buyers who had never purchased the brand before, as well as their current competitive and lapsed buyers. CTV ads were then targeted to this unique audience by mapping this audience to CTV households with Aperture Viewer Graph. Catalina’s Multi-Touch Attribution measurement was used throughout the campaign to make in-flight tweaks to optimize at the audience level.  

The Results 

Through CTV ad impressions, the campaign was able to deliver results higher than benchmarked expectations – due in large part to purchase-based targeting at the household level and the ability to optimize in-flight.  

By The Numbers 
• $0.66 Incremental ROAS  
• 58% Sales Lift 
• 75% Buyers New to Brand  

This strategic activation drove a $0.66 incremental ROAS and an impressive 58% lift in sales. Additionally, 75% of buyers were new to the brand.  

Next Steps 

Want to learn more about how Cadent and Catalina partnered for Stuffed Puffs’ data-driven CTV advertising campaign?