The brand offers raw cold-pressed juices, vegan probiotics, cold blended smoothies, superfood elixirs, and 1-7 day juice cleanses made with high-quality organic ingredients sourced locally. Pulp & Press’ goal is to provide wholesome, on-the-go nutrition to keep consumers feeling their best.
Rather than launching two separate campaigns for brand awareness and direct response, the team at Northern added branding elements to its direct response campaigns. The video assets were optimized for mobile, featuring both the brand and a clear call to action. The ads were then targeted for audiences interested in health and wellness, organic foods, and juicing.
To measure the outcomes of the new strategy, Northern worked with Facebook to set up a performance branding study, measuring both brand lift and conversion lift.
The ads ran for one month in March of 2019.