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Energizer Storm Prep: Harnessing Weather-Based Targeting to Drive Incremental Sales
Energizer Case Study
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Executive Summary
From August 9 to December 31, 2024, DG Media Network (DGMN) partnered with Energizer to launch a targeted campaign that leveraged weather-conditional targeting during the key storm season. The campaign successfully supported both brands by reaching customers with timely, relevant messaging, leading to measurable results and demonstrating the value of an innovative and strategic, weather-based approach to retail media.
Brand Background
Energizer is a leading brand in the battery and portable power space, holding strong relevance with consumers, particularly during key weather events. Since batteries are essential household items, they are a crucial component of any emergency or storm preparedness kit.
Challenge and Campaign Objective
To drive brand growth and maintain relevance, DGMN was tasked with developing a campaign that could support Energizer during one of its key selling seasons. The primary objective was to utilize weather-conditional targeting to connect with DG shoppers at the right time to increase the brands’ value proposition and drive incremental sales.
Strategy and Execution
To meet this objective, DGMN developed a comprehensive media plan that included Programmatic Audio, Offsite Display, and Onsite Display. This multi-channel approach was designed to reach shoppers at various points in their journey. The campaign leveraged targeted audiences, including:
- DG1P Category Buyers (Emergency Supply, Batteries, Small Electronics)
- DG1P Energizer Brand Buyers
- DG1P Affinity Buyers (Clocks)
- All Site Visitors
By targeting these high-intent shopper segments and reaching our audience for certain weather conditions (rain, thunderstorm, tornado, wind), the campaign ensured that brand messaging resonated with the most qualified customers who were most likely to be in-market for storm prep essentials.
Results
DGMN provided closed-loop reporting to measure campaign performance. As a direct result of the activation, the campaign achieved a $3.73 iROAS and delivered a 5.35% Incremental Sales Lift. Furthermore, the campaign successfully acquired a significant number of new customers, with 58% of buyers being New to Brand and 48% being New to Category.
$3.73
iROAS
58%
NEW TO BRAND
5.35%
INCREMENTAL SALES LIFT
48%
NEW TO CATEGORY
Key Takeaways
The Energizer Storm Prep campaign highlights the effectiveness of data-driven targeting, particularly during a pivotal season for weather-related products. In the spirit of ongoing optimization, the Energizer team and DGMN collaborated to test a new targeting approach, which successfully proved that delivering timely and relevant messaging can lead to significant incremental sales and new customer acquisition.