Oikos mixes up a winning formula for sales growth on Albertsons with Flywheel and Criteo

The Challenge: Perfecting campaigns on Albertsons

Oikos, a leading Greek yogurt brand from Danone, teamed up with Flywheel to improve their growth on Albertsons after transitioning to the Criteo platform. The brand sought a more in-depth analysis of their campaigns, looking beyond the standard ROAS metric. Flywheel’s partnership with Criteo allowed Oikos early access to a new KPI Lift reporting dashboard, which combined with a comprehensive media strategy and Flywheel’s proprietary tech, helped drive the KPIs the brand was looking to improve.

The Solution: Finding the perfect mix of metric insights

In order to optimize Oikos’ campaigns, Flywheel first needed to identify which items were performing well, which were not, and the underlying reasons for these outcomes.

With first look access to a new reporting tool from Criteo called KPI Lift, Flywheel was able to gain clearer lines of sight into key retail metrics that previously lived in separate reports, such as PDP visits, sales rank, and total sales. Beyond these metrics, the KPI Lift dashboard also highlighted underperforming items relative to the media support behind them. This visibility allowed Flywheel to advocate for a broader media strategy, supporting a wider variety of products on the retailer’s platform.

With a clear understanding of the gaps, Flywheel then got to work on creating a media strategy specific to the brand’s needs.

1. Negated branded keywords in order to avoid wasted spend on shoppers who were already searching for the brand on Albertsons.
2. Harvested basket building and category keywords to increase the likelihood of driving incremental sales for shoppers who were in aisle for yogurt and similar products.
3. Optimized campaigns at the placement level on site, targeting strategic placements across the homepage to drive greater exposure of the brand on Albertsons interface.

The insights from Criteo’s KPI Lift dashboard combined with Flywheel’s Commerce Cloud platform’s media management and reporting capabilities enabled the team to implement changes in real time and validate the impact with ease.

The Results: Stirring up sales

By combining the insights derived from Criteo’s KPI Lift reporting tool and the strategy put in place to optimize the Oikos portfolio at scale within Flywheel’s platform, Flywheel drove a 21% increase in PDP visits, a 18% increase in sales per day, and an 13% increase in sales rank across the portfolio in January through July.