CPG Brand: Integrated Digital Launch Campaign With MMM-Validated Channel Mix
Integrated digital launch campaign for a CPG brand across programmatic, social, and retail media. Channel mix validated through Marketing Mix Modeling rather than last-click attribution to credit the slow-build channels properly.
Growth in Conversions
CPG brand launching new product needed integrated digital campaign that connected awareness to in-store sell-through with measurable attribution.
Content Optimization
MOART ran a 4-channel digital mix across paid social, programmatic display, influencer, and retail media with creator selection across 18 partners and store-trigger attribution tracking.
Organic Traffic
1682%
Dramatic Increase
Project Overview
CPG digital launches in 2026 face a measurement problem: last-click attribution credits the bottom-funnel channels (retail media, branded search) and undervalues the upper-funnel channels (programmatic display, social) that actually drove the trial behavior the bottom-funnel converted. A brand that optimizes to last-click ends up cutting the channels that built the demand, then wonders why the next launch underperforms. The strategic problem was sequencing channel investment across the launch arc with Marketing Mix Modeling as the validation layer, not vanity click metrics.
Execution
MOART built a programmatic-display wave to seed category awareness in Weeks 1-3, layered social-platform activation tuned to category trial behavior in Weeks 2-6, and ran retail media (Amazon, Walmart Connect, Loblaw Media) as the conversion layer in Weeks 4-12, then validated channel contribution through an MMM build that surfaced programmatic's contribution as 2.7x what last-click attribution had credited it.
Project Results
4-platform integrated campaign executed across 12 weeks, MMM revealed programmatic display contribution at 2.7x its last-click credit and corrected the channel mix for Year 2, household penetration lifted 9.4 percentage points in the launch quarter, and the brand institutionalizing MMM as the standing measurement layer rather than a periodic study.
Conclusion
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