Manettas Seafood catches high-value customers with deep audience insights

With lockdowns during the COVID-19 pandemic, Manettas observed a surge of Australians placing more of their seafood orders online.

Already well placed to meet the changing needs of its customers, Manettas wanted to reach more of their ideal customers: affluent families and people who demonstrated a higher likelihood to make multiple purchases. To seize the opportunity at hand, Manettas challenged its agency G Squared to increase online sales by reaching the most relevant audiences possible.

Previously, Manettas built their audience pool predominantly using third-party data. But with the online seafood retail space changing daily, G Squared saw the chance to make a larger impact on the campaign using real-time data strategies.

G Squared approached its programmatic partner Quantcast to execute the media strategy using its AI-powered platform. With its access to unique, real-time data, Quantcast allowed Manettas to reach people based on their interests and demographics in real time instead of using stale, outdated third-party data.

Quantcast used lookalike audiences created from a combination of converting visitors and homepage visitors to inform their modeling. This tactic, along with activity to boost website traffic across their emerging markets, helped to drive efficient conversions and a higher return on ad spend (ROAS). For best performance, Quantcast also ran top-of-funnel advertising activity to drive brand awareness, alongside lower-funnel ads to promote conversions.

One year after the campaign launched, G Squared helped Manettas to achieve phenomenal results against the goals they had set, including a 490% overall increase in ROAS. By reaching 4.74 million more high-value potential customers in Australia, Manettas had a +3.58 uplift in site visitations. With an average customer’s basket size of $165, the seafood company achieved a +600% revenue increase, generating $1.2 million through programmatic revenue.

These great results helped to highlight the impact that programmatic advertising has on Manettas’ business, and elevate G Squared’s role in its partnership with the brand. Because the campaign increased the lifetime value (LTV) of Manettas’s customers, the seafood brand has also been able to increase its media investment and grow the business in Australia.

Using Quantcast has also helped to elevate G Squared’s partnership with Manettas, enabling the agency to continue delivering higher ad efficiencies than ever, while improving other ad campaigns.