About Bobbie
Bobbie is the purpose-driven organic infant feeding company that exists to build a parenting culture of confidence, not comparison. Founded in 2018, Bobbie hit the market with its flagship European-inspired formula in 2021 as the first direct-to-consumer, subscription-based infant formula in the U.S. Today, it’s proud to be the only mom-founded and led infant formula brand in the world, and the fastest-growing in the U.S. since the 1980s. Bobbie is focused on providing purposefully sourced, USDA Organic products made with simple ingredients – crafted right here in America, for American families.
The Challenge
Bobbie, an organic baby formula brand, sought to grow brand awareness in the Austin market, particularly to highlight their partnership with Whole Foods and drive both in-store sales and online conversions. With a highly targeted demographic of health-conscious, new, and expecting mothers, the brand wanted a media strategy that would resonate with this audience in a meaningful, visible way.
The Strategy: OOH Planning Focused on Data
Our Operations team got to work, blending information from the 100+ data sources we utilize for campaign planning, to identify the right options to fit Bobbie’s focus.
We started with several data sources that pinpointed high-indexing zip codes for our target audiences within Austin city limits, narrowing in on those who not only shopped at Whole Foods in the previous week, but also used Baby Products in the past 7 days from retail purchase data our team has access to.
This data-driven planning process allows us to analyze households based on their demographics, as well as real-world store visitation and digital behavior. We narrowed in on a target demographic of Women and families, ages 18 – 35, with a household income of $80k+.
After assigning an index score to each zip code, we geofenced all local Whole Foods Market stores (flagship) in the area. This provided the home zip codes of frequent customers.
The Results: High Engagement, Massive Visibility
Originally planned as a multi-city campaign, given some changes to the planning, OneScreen recommended a single, high-impact billboard focused on the flagship Whole Foods store in Austin.
Simplicity was key, as a single, prime real estate location, static bulletin in a high-visibility location matched with impactful creative messaging emphasized product availability at Whole Foods, aligning perfectly with their core audience.
While not guaranteed, the billboard we chose saw over 3 weeks of bonus visibility, remaining live well beyond its original end date, with continued exposure into January.
📈 Performance Highlights
- 45% reduction in campaign CPM cost, Thanks to strong performance and bonus visibility
- 38% impressions over Delivery from vendor negotiations
- Web Lift Results (vs. Control Group): Using mobile ad ID (MAID) tracking and web pixel integration, we measured site engagement among audiences exposed to the billboard against a control group that had not been exposed. The results clearly showed the campaign’s impact on online behavior:
- +19% Lift in homepage visits
- +79% Lift in visits to the “Starter Bundle” product page
- +486% Lift in completed checkouts
- Key Takeaways
- Even a single billboard can deliver full-funnel impact when targeted strategically and measured effectively.
- The campaign demonstrated how OOH can influence not only awareness but also e-commerce sales performance.
- Web lift data against a control group provides credible attribution, reinforcing the value of OOH in a performance-driven media mix
“OneScreen used precision OOH targeting to deliver on both of our in-store and online sales goals. We trusted their planning, and it delivered CPM savings, brand awareness and direct sales.”
Kim Chappell, Chief Brand Officer at Bobbie
“OneScreen knew exactly where to feature the Bobbie brand for maximum exposure. While we didn’t expect the bonus exposure, it showed how working with OOH experts like OneScreen helped us plan and execute an impactful OOH campaign that exceeded expectations.”
To see how we can replicate effective, multi-city campaigns like this for your brand, let’s talk.