Acxiom audiences as a platform for growth with Scott’s Miracle-Gro
Challenge
As the business moved into 2021, with pandemic lockdowns in the rear-view mirror, Scott’s Miracle-Gro wanted to retain the abundance of new customers gained in 2020 and strengthen relationships with existing ones. This included overcoming challenges unique to consumer-packaged goods industries like narrow margins, customer churn, and limited customer data.
Solution
Using online panel survey results, Acxiom scaled three segments using look-a-like modeling technology powered by InfoBase data that was then used for test and control campaigns.
Results
Throughout the campaign, Scott’s Miracle-Gro reached an audience of 26.8 million people, garnering nearly 117 million trackable impressions. Thanks to Acxiom’s modeled audiences, Scott’s Miracle-Gro saw a 11x campaign lift over the control audience. By enabling Scott’s Miracle-Gro to identify and build out key audience segmentations, then scale them up for wider reach and omnichannel enablement, Acxiom helped the brand deliver targeted, contextually relevant communications.
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incremental site visits
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over control
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over control
