Case Study: Char-Griller achieves a 6.4% sales lift and 5X return on ad spend with Centro

Char-Griller Heats Up Sales and Marketing Through Digital Advertising

Char-Griller, a small family-owned maker of grills and smokers based in Sea Island, Georgia, needed a more powerful advertising approach to compete with big-name brands and drive retail sales, audience growth, and a baseline for ad spend. To reach men 25–54 (and test a Hispanic audience) the company turned to Centro, leveraging Centro’s programmatic capabilities and its Basis platform/DSP to move from traditional local marketing to targeted digital campaigns.

Centro deployed a blend of display, social, video and paid search tactics, using its DSP and programmatic technology to shift dollars mid-campaign to top-performing sites and channels. The results: a 6.4% increase in sales of advertised products, a 5X return on ad spend, paid search performance 4X the industry average, plus measurable gains in awareness, engagement, purchase intent and conversions, with eCPMs below plan and added-value impressions—outcomes Char-Griller will scale further with Centro.

Char-Griller