BBQ Guys

Harnessing the Power of 1P Data to Heat Up Sales

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Eli and Peyton Manning looking over a grill.Eli and Peyton Manning looking over a grill.

Challenge

The BBQGuys wanted to grow their overall base from a seasonal, stereotypically masculine audience into a more diverse mix of food lovers building high-end outdoor kitchens.

Steaks and vegetables on a grill.
Steaks and vegetables on a grill.

Approach

We cross-cut the initial audience into 3-4 segments based on interest and behavior, then pinpointed households most likely to buy and then connected them to products that were of most value using first and third party data. We targeted that highly motivated audience with messages that moved them to action, then measured effectiveness based on actual sales, not clicks or impressions.

The Manning family standing over a grill.
The Manning family standing over a grill.
Various BBQGuys ads and images arranged on mobile devices.Various BBQGuys ads and images arranged on mobile devices.

Results

By understanding our customers and meeting their aspirations for amazing outdoor kitchens, Aisle Rocket delivered. And through continuous testing and refinement, the numbers continue to grow.

Results

x257
Customers Converted
$487K
Revenue Generated
+800%
Incremental ROAS