TROPICANA
Tropicana tested running video ads in the brand’s usual Instagram and Facebook placements against a campaign using those same placements plus Instagram Reels, and saw a 4.1-point lift in ad recall when it added the Reels placement.
Anthony T. Rossi, who arrived in the US with just $25 in his pocket, founded Tropicana in 1947 with the mission of making fruit juice accessible to everyone. The company has continued to grow and innovate over the decades, and today offers a wide variety of juice products.
return on ad spend when running video ads in the brand’s usual placements plus Reels
lift in in-store sales when running video ads in the brand’s usual placements plus Reels
lift in ad recall when running video ads in brand’s usual placements plus Reels
lift in message association when running video ads in the brand’s usual placements plus Reels
Tropicana wanted a way to increase its ad campaign brand lift metrics and increase in-store sales of its flagship orange juice product.
THE SOLUTION
Testing the addition of Reels
Tropicana ran an A/B test to determine if adding Reels to its usual ad placements—Instagram and Facebook Feed and Stories, Instagram Explore and in-stream on Facebook—could help drive brand awareness and improve campaign performance.
Because Tropicana’s products are sold only at retailers and not online, it also used an NC Solutions in-store sales study to measure how adding Reels could help reach new audiences and increase in-store product purchases. Tropicana’s media agency, OMD, played a pivotal role in planning the strategy to understand the impact of including the Reels placement in its ad campaigns.
For the A/B test, Tropicana compared a control cell with a video ad campaign that ran in the brand’s business-as-usual placements against a test cell with a video ad campaign that ran in those same placements, plus in the Reels placement. All other campaign elements were the same across cells.
The ad creative promoted the brand’s messaging that whatever challenges or surprises a new day presents, everything will get better when you “Sip Your Sunshine.” The ads included a Learn more button that linked to Tropicana’s website. The team showed the ads to a broad audience of US adults aged 24 and over.
Tropicana determined the results of this January 10–March 16, 2022 campaign using an A/B test in a brand lift study, as well as an NC Solutions in-store sales study. NC Solutions, a Facebook Measurement Partner, works with retailers to connect people who saw ads on Instagram and Facebook to the actual purchases they make in-store, and then measures the incremental in-store sales lift. Results included:
- 2.4X return on ad spend when running video ads in the brand’s business-as-usual placements plus Reels (NC Solutions in-store sales study)
- 1.1% lift in in-store sales when running video ads in the brand’s business-as-usual placements plus Reels (NC Solutions in-store sales study using a test and control framework
- 4.1-point lift in ad recall when running video ads in brand’s business-as-usual placements plus Reels (Meta brand lift study)
- 1.4-point lift in message association when running video ads in the brand’s business-as-usual placements plus Reels (Meta brand lift study using the question: “Which brand do you most associate with the tagline ‘Whatever the day brings, sip your sunshine’?”)
- 16 million people reached when running video ads in the brand’s business-as-usual placements plus Reels (NC Solutions in-store sales study)