Case Study: SunButter achieves a 19-point lift in brand awareness and 41% in-store sales growth with Facebook

Spreading awareness with Facebook video ads

SunButter, a US-grown sunflower seed butter brand, wanted to grow reach and awareness among a new, health-conscious audience and boost purchase intent beyond its existing nut-free shoppers. The challenge was to expand exposure without over-targeting its core audience and to measure real-world impact on store sales.

Partnering with VaynerMedia, SunButter ran Facebook and Instagram video ads using interest-based targeting (superfoods and nut butter) across 20 states, plus retargeted carousel ads linking to a store locator. Videos followed platform best practices (subtitles, 1:1 format, attention-grabbing series) and used automatic placements; the campaign delivered a 33-point gain in ad recall, a 19-point lift in awareness and a 41% increase in units sold per store per week.

SunButter

Justin LaGosh

Managing Director of Sales & Marketing