Case Study: Cotton Incorporated achieves $8.68 return on ad spend with Bazaarvoice Advertising

Cotton Incorporated sews up more sales with Bazaarvoice Advertising

Cotton Incorporated, the research and marketing nonprofit funded by U.S. upland cotton growers and importers, aimed to boost demand for cotton by convincing shoppers to choose cotton over synthetics. Their challenge was twofold: reach the right consumers with timely, relevant ads and demonstrate campaign impact despite brand and retailer conversion data often being proprietary.

Bazaarvoice used first-party shopper data from a network of 5,000 brands and retail sites to create SKU-level audience segments and serve display ads to in-market cotton shoppers. The campaign exceeded its 0.16% CTR goal with a 0.19% CTR, drove 14,100 conversions and nearly $868,000 in sales, delivered an average $8.68 return on ad spend (peaking at $15.82), and produced a 4.49% lift in product pageviews/brand consideration (up to 20% in one month).

Cotton Incorporated

Jill Orsini

Advertising Director