Facebook Ads Case Study: Local Saturation Strategy
The Local Lift: Driving 3.5 Million Local Impressions to Skyrocket In-Store Sales for a Regional Beverage Brand
Executive Summary
This study documents a performance marketing campaign for a local beverage brand focused exclusively on mass-scale brand awareness and market saturation within key regional territories. Since the client\’s sales were entirely dependent on local retail distribution, the campaign was designed to maximize high-frequency exposure among the target local demographic.
The strategy successfully delivered over 27.9 million Impressions to 3.5 million unique local users, achieving an exceptionally efficient cost per thousand impressions (eCPM). This hyper-local saturation resulted in a verifiable skyrocketing of local store sales as brand recognition and demand soared among the target audience.
| Performance Metric | Total Value (Calculated) | Strategic Impact |
| Total Impressions | 27,977,095 | Maximized top-of-mind brand recall. |
| Total Reach (Unique Users) | 3,535,692 | Broad exposure across the local market. |
| Total Ad Spend | $87,185.65 | Highly efficient investment for mass exposure. |
| Effective Cost Per 1,000 Impressions (eCPM) | $3.12 | Demonstrates massive budget efficiency. |
| Average Frequency | 7.91x | Ensured high message saturation for deep brand penetration. |
Client Profile and Market Challenge
The Client
A newly expanding local beverage brand seeking dominance in a specific regional market. Their product is stocked in local supermarkets, convenience stores, and specialty retailers.
The Challenge: Digital Awareness to Physical Purchase
The core challenge was translating digital engagement (which cannot track specific in-store sales) into tangible physical purchases. The key metrics needed were not immediate online conversions, but market saturation to influence purchasing decisions at the shelf:
- Cut-Through: Overcoming the competition in a highly saturated CPG (Consumer Packaged Goods) market.
- Frequency for Recall: Ensuring local consumers saw the brand repeatedly (high frequency) to foster deep recall at the point of purchase (the local store).
- Efficiency: Achieving mass-scale exposure without an exorbitant budget.
Strategic Implementation: Hyper-Local Saturation
Our strategy deviated from typical e-commerce models (ROAS/CPA) and focused entirely on Reach and Frequency Optimization within strict geographical boundaries (geo-fencing).
1. Geo-Fencing and Local Targeting
- Radius Targeting: Campaigns were limited exclusively to a tight radius surrounding the brand’s top 10 retail distribution centers and high-priority zip codes.
- Interests & Demographics: Targeting focused on local lifestyle interests (e.g., local events, regional sports teams) to ensure high relevance and affinity.
2. Campaign Optimization and Budget Allocation
- Primary Goal: The campaigns were primarily optimized for Reach and Impressions (using CPM bidding) to get the ads in front of the largest number of unique local users as many times as possible.
- Creative Focus: Highly visual, short-form video content emphasizing the product\’s refreshing qualities and local connection (e.g., scenes shot at local landmarks).
Engagement Mid-Funnel: We included high-intent engagement results such as 96,624 Landing Page Views to measure deep consideration, not just passive viewing.
Campaign Performance and Impact Analysis
The results confirm the successful execution of the market saturation strategy, leading to exceptional efficiency in awareness delivery.
Key Awareness and Efficiency Metrics
| Metric | Result | Interpretation |
| Total Impressions | 27.9 Million | A staggering volume of ad exposure ensuring market dominance. |
| Average Frequency | 7.91x | High frequency is critical for CPG brands; 7-8 exposures ensure ad recall at the moment of truth in the store aisle. |
| Effective CPM (eCPM) | $3.12 | The ability to serve 1,000 ads for just over $3 demonstrates massive budget efficiency and scale for the local market. |
| Key Engagement (LP Views) | 96,624 | A secondary benefit indicating a large number of users actively explored the brand\’s product information beyond the initial ad view. |
Business Impact: The In-Store Result
While the ad platform does not directly track cash register transactions, the massive scale of digital exposure directly correlated with the client’s internal reports:
- Brand Awareness: Post-campaign surveys indicated a 35% increase in brand recognition among the target demographic.
- Local Sales: The client reported a significant and measurable jump in weekly sales volume across all geo-fenced stores during the campaign flight, confirming the success of translating high-frequency digital exposure into physical consumer demand.
Conclusion
This case study proves that a data-driven Local Saturation Strategy, optimized for Reach and powered by efficient budget allocation (evidenced by the $3.12 eCPM), is the most effective digital mechanism for driving physical sales for localized CPG brands. The high Frequency rate (7.91x) successfully moved the brand from obscurity to top-of-mind awareness, directly impacting consumer behavior at the point of sale.