challenge

Five-Star historically has been challenged with a short sales window where most of their annual revenue is driven by a back-to-school window of just 5 weeks, marketing to both parents and students within this time frame.

In 2024, Adcom took on an even bigger task of using a flat budget compared to the previous year to reach an expanded market. Core audiences expanded, with the parent audience increasing by a whopping 63% with the inclusion of early learners, while the student audience grew by 37% with the inclusion of college students. The Adcom media team needed to do more with less while being as effective as possible to move all audiences toward purchases at Five Star’s major retail partners.

Solution:

Using data made available from Five Star’s major retail partners, Adcom conducted a regression analysis, which we used to identify opportunities within the market and predict outcomes. Using sales data shared by Five Star, Adcom analyzed the mix of marketing tactics and media engagements that were proven to show the highest correlation to Five Star brand sales. This helped drive overall media strategy and execution for the Back-to-School campaign, optimizing toward media recommendations and outcomes that would work the hardest for the brand during their short selling season.

Five Star

Using Data to Maximize Results

challenge

Solution:

Results:

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