Highlights

136% increase in contextual brand saliency

192% greater ad recognition

5% unaided awareness for the first time

Praise

“Our partnership with Marketing Architects has been incredible for both building our brand and driving sales results. Their full-service approach, from brand strategy to creative production, has helped us attract new customers while growing national awareness.”

—PJ Oleksak, CEO at Nuts.com

Objective

A 90-year-old retailer pursues a bold growth move. Nuts.com was ready to build its name, and customer base, through TV.

Insight

When Nuts.com repositioned as an online snack brand, contextual awareness skyrocketed 136%. Nuts.com had long positioned itself as an online grocery company. But we suspected Nuts.com’s history with and connection to nuts made it a noteworthy name in the snacking category.

Results

Growth so dramatic, it was nuts.

When Nuts.com first launched TV with Marketing Architects, national aided awareness rose more than 100% while driving a positive return on ad spend. New customers increased 166%, setting a company growth record. Nuts.com was even getting more impressions on TV than Planters, a well-known competitor.

Now, TV was the perfect place to broadcast the company’s new positioning. The mass reach channel communicated the shift with creative highlighting Nuts.com’s wide range of snack options. Excitingly, we also found customers driven by TV were highly retentive, with a 20% higher lifetime value than customers driven by other channels. Shifting messaging to focus on snacking also improved relevance, particularly among younger age groups.

Media

Featured on top networks:

• ESPN
• Hallmark
• MSNBC
• FX
• CNN

With top linear and streaming placements:

• The Big Bang Theory
• Jimmy Kimmel Live!
• The Tonight Show with Jimmy Fallon
• Australian Open
• NBA All-Star Celebrity Game