Enfamil Raises Awareness & Sparks Action with CTV

Goal:

Enfamil was looking for a new way to reach potential customers to drive awareness and shopping opportunities for its formula. With Roundel’s shoppable creative format for CTV, Enfamil could lean into a growing consumer behavior trend: scanning QR codes while watching TV.

Strategy:

Roundel created a campaign that brought together the trusted Enfamil and Target brands.

• The ads featured two creative approaches with varying CTAs (Scan to Shop or Scan to Add to Cart).  
• To test performance among audience segments, Roundel tapped into shoppers who had purchased baby products from Target over the past six months and a predictive audience of Enfamil NeuroPro purchasers.

Outcome:

Campaign data revealed the effectiveness of shoppable CTV for Enfamil and key insights to carry into future campaigns, including that guests preferred the Scan to Shop CTA. The campaign generated >31% higher ROAS when reaching guests who had recently purchased baby products, indicating success with reaching broader audiences, including those open to switching brands or trying new products.

• 3X Higher return on ad spend (ROAS)
• 2x Higher sales per thousand impressions
• 15MM+ Campaign impressions