When Education Equals Brand Growth
Helping SpoonfulONE achieve 130% revenue growth and acquisition by Nestlé
Challenge
SpoonfulONE’s mission is eradicating childhood food allergies through early, safe allergen introduction. But getting overwhelmed parents to understand and try their products was difficult.
SpoonfulONE needed an effective strategy to rapidly educate customers and grow awareness, sales, and retail distribution simultaneously. This required balancing aggressive e-commerce growth on their Website and Amazon with securing and promoting retail locations nationwide.
With limited budgets, SpoonfulONE had to optimize spend to drive Website and Amazon conversions while establishing their brand and products in-store. Accrescent had to tailor messaging and strategy to serve dual goals across channels.
Strategy
Accrescent developed an integrated, full-funnel media approach optimized for both ecommerce and retail KPIs. We created lookalike audiences modeled after current purchasers and site visitors, enabling us to precisely target households with similar demographics and interests.
These high-intent lookalikes received education-focused messaging about food allergy prevention. Influencers authentically introduced SpoonfulONE to moms in this audience. Mid-funnel SEM/display drove Amazon conversions from the same target segment.
Lower-funnel retail ads geo-targeted households near newly secured brick-and-mortar locations. Through customer analysis and modeling, we tailored our targeting and messaging to be highly relevant to grocery shoppers with children.
Results
Partnering with Accrescent, SpoonfulONE attained 130% year-over-year revenue growth through our customized, omni-channel strategy. By educating customers across media channels, we scaled awareness and sales for the brand.
This data-driven approach enabled SpoonfulONE to meet its goal of acquisition in 2022. Our proven performance across ecommerce and brick-and-mortar retail caught the attention of Nestlé Health Science, who acquired the brand.
