TROPICANA

Popular juice brand and longtime TV advertiser Tropicana doubled its Instagram and Facebook ad investment to determine if it could get TV-scale results from digital video ads, and achieved a 45% higher return on ad spend.

THE STORY
Fresh from the start

An iconic brand, Tropicana was the first to offer the fresh taste of Florida orange juice in ready-to-serve packaging. Today, Tropicana is the number-one buyer of Florida fruit.

45%

higher return on ad spend compared to the average of all Tropicana digital partners

58%

more sales volume compared to the average of all Tropicana digital partners

38 million

households reached

For the spend, we needed to prove we could maintain media sales driving effectiveness for Tropicana Pure Premium orange juice using Facebook and Instagram video ads as our core media vehicle. The result was a campaign that reached 38 million households and drove 58% more sales volume than our digital campaign average while maintaining a solid return on ad spend.
BUNMI ONIBOKUN, DIRECTOR OF MEDIA PLANNING AND ANALYTICS, PEPSICO
THE GOAL
A digital campaign with big impact

Building on the strong return on ad spend performance of past campaigns, Tropicana wanted to determine if sales volume would continue to grow if it increased its media investment across Instagram and Facebook.

Something Went Wrong
We're having trouble playing this video.
THE SOLUTION
Scaling up digital investment

Like many consumer goods advertisers, Tropicana typically invests more in its TV campaigns than its digital campaigns, believing that TV delivers a better return because its product is primarily purchased in-store. This time, the company was willing to test that practice to see if a bigger mobile video budget could deliver significantly increased sales.

Tropicana doubled its Instagram and Facebook budget to more closely replicate its typical TV spend, running a series of short video ads designed to drive awareness and motivate in-store sales. These ads blended creative best practices—vertical format, prominent branding, appealing imagery, designed for play with the sound off—with playful animations that captured attention. Featuring the message “Made to go, just like you,” each ad emphasized the convenience and healthfulness of Tropicana’s Pure Premium orange juice.

Using the automatic placements feature, Tropicana delivered the ads in both Instagram feed and Facebook News Feed, depending on which placement would drive the best and most cost-efficient results at any given time. Tropicana used its own audience insights to create a Facebook Custom Audience of Tropicana purchasers in the US. The company also targeted the ads to category buyers and cold and flu product buyers.

Using Nielsen marketing mix modeling, Tropicana measured the success of its campaigns to understand the impact of Instagram and Facebook compared to other channels and digital media partners. Results from the January 1—April 25, 2018 campaign included:

  • 45% higher return on ad spend, compared to the average of all Tropicana digital partners

  • 58% more sales volume, compared to the average of all Tropicana digital partners

  • 38 million households reached