Bazi Launches Major Campaign
When planning the marketing campaign for Bazi—a natural energy drink sold exclusively at 7-Eleven convenience stores—Recrue Media principals Mark Landon and Steve Bogue knew that more established competitors were already crowding the airwaves on television.
So Recrue, specialists in digital media marketing, decided to focus their campaign entirely on the Internet and radio—a strategy that would set Bazi apart.
“They were looking for media that would reach their target audience and give them quick feedback—then build frequency,” Landon said. “Our argument to them was that there are two places that 5 Hour Energy [a leading energy beverage] had yet to capture: Internet and local radio.”
Increase Brand Awareness and Traffic
Recrue wanted the campaign to improve brand awareness, brand recognition, and increase Bazi’s website traffic. So they focused on three key demographics: active working females, college students, and outdoor sports enthusiasts.
To find these distinct audiences, Recrue turned to OpenX Media Services who developed the specific plan, including pricing, distribution, frequency caps, and pacing. OpenX Market delivered the target audience affordably by combining specific demographic groups with sports enthusiast inventory from niche sites like MapMyFitness.com, Surfline, and Women’s Health Base.
The results were impressive. Online sales increased over 450%, trademark name and search results increased by 400%, and direct traffic to the website increased by 40%. “The return on the media dollars invested was exceptional,” Landon said.
By increasing traffic to Bazi’s website, Recrue could then continue to reach those people with a retargeting campaign. “When consumers visit the website, we tag and then retarget those very valuable users. Our ads re-engage them, and suggest they try Bazi next time they’re in 7-Eleven,” Bogue said.
Great Results at a Fraction of the Cost
“Bazi executives were surprised at the efficiencies we achieved,” Bogue said. “They were impressed with how we reached highly targeted audiences at 1/5 of the cost of previous media campaigns.”
Bogue noted that the digital campaign gave retailers and consumers the impression that, “Bazi was everywhere.” As the Bazi campaign proves, launching a product with digital marketing is a powerful strategy.
“The fact is, you can initiate a branding campaign through digital with a modest budget and still reach the top 10 markets and beyond,” Bogue said.
Based on the amazing results driven by OpenX Market, Bazi plans to continue investing in digital as an integral part of their long-term marketing plan.
“Bazi was astounded with the results,” Landon said.
Scott Salik, VP of Media at Bazi, remarked, “No matter how much marketing budget we have, OpenX Market is going to get a sizeable portion of the advertising dollars because it is proven to be the most effective.”
Download Case Study