Case Study: PepsiCo boosts conversion rates with The Trade Desk

PepsiCo full-funnel retail activation with Dollar General boosts conversion rates

PepsiCo, the global snack and beverage company, wanted to see whether combining its upper- and lower-funnel media efforts into a single omnichannel strategy could improve both campaign performance and efficiency. The company partnered with The Trade Desk and retail partner Dollar General, using The Trade Desk’s Retail Data and demand-side platform to test a more integrated full-funnel approach.

The Trade Desk helped PepsiCo run a campaign that blended premium video and display, first-party and retail audience data, retargeting, and closed-loop measurement. The results showed a 69% higher conversion rate for households exposed to both upper- and lower-funnel ads, along with a 283% higher ROAS for upper-funnel ads, a 208% higher ROAS for lower-funnel ads, and a strong $7.68 ROAS from Dollar General deterministic audiences.

PepsiCo

Tatsuya Sakai

Senior Director