With Crisp and Tinuiti, poppi ties digital marketing to in-store sales lift

Can digital ads drive brick-and-mortar sales? The beverage brand’s partnership with Tinuiti and Crisp reveals an 80% boost in areas targeted by TikTok campaigns.

Industry-first results from Tinuiti, the largest independent performance marketing firm in the U.S., reveal how poppi has successfully leveraged Crisp’s shelf-level product data to analyze and inform their digital marketing campaigns.

In partnership with Crisp and Tinuiti, the modern soda company has quantitatively proven that advertising investments on channels like TikTok and Meta can positively impact its in-store sales. 

This represents a significant breakthrough in CPG, where establishing a clear link between digital advertising efforts and tangible in-store sales gains has historically been a challenge. A notoriously hard KPI to measure, proving how digital marketing drives retail purchases is now possible thanks to an innovative model developed by Tinuiti, powered by Crisp real-time inventory and sales data.

By integrating media spend data with Crisp’s in-store product data, poppi has eliminated data silos between sales and marketing, enabling comprehensive analysis of its media investments.

“Connecting in-store sales with digital efforts that moved the needle is one of the most frequently asked questions from clients,” said Aaron Gooden, Commerce Media Director at Tinuiti, “Our partnership with Crisp and the rich data they provide enables our econometrics team to find a solution to answer this question for brands.”

With the new data solution, poppi can determine which advertising channels most effectively drive in-store purchases to inform future campaigns.

For example, Tinuiti found that geographies served an Amazon Online Video ad proved 15% more likely to purchase Poppi products in-store that week than areas not served an ad.

Furthermore, when analyzing social media channels, the team found that TikTok ads increased the rate of in-store poppi purchases by an impressive 80% in certain areas. 

“For the first time, we can correlate how our digital marketing campaigns are driving in-store sales of our products,” said Graham Goeppert, Vice President of Digital Commerce and Media at poppi. “With Crisp and Tinuiti, we finally understand whether our investments in ads on Amazon, Instacart, TikTok, Meta, and other channels are impacting cans of poppi moving off shelves in stores. Access to daily retail sales data down to the SKU and zip code level is allowing our team to make real-time data-driven decisions that maximize advertising ROI.”

“Crisp’s partnership with Tinuiti and poppi sets the foundation for CPG brands to finally measure the impact of digital marketing so they can optimize their media investments to maximize sales online and in-store,” said Are Traasdahl, Founder and CEO, of Crisp. “Using granular retail data and technology from Crisp combined with Tinuiti’s proprietary data modeling, brands can directly tie in-store purchases to advertising campaigns. We are excited to provide this innovative approach to poppi and other CPG brands to help determine how to reinvest across channels and identify geographies that should be targeted further to drive retail sales.”