How this alcohol brand used QSIC’ s demand profiles and targeted in-store audio to drive sales.
58
Uplift on the main floor.
18
Sales uplift across the brand’ s full SKU range
21.5
ROAS Across all branded products
*Uplift was measured using a Difference-in-Difference (DiD) approach, comparing average sales during the campaign to a 4-week pre-campaign baseline and to control stores not exposed to audio ads.
Drive footfall and encourage trial for a new product at Coles Liquor by disrupting shoppers along the path to purchase
Despite building strong top of funnel awareness for its new product through off-site channels, this alcohol brand struggled to reach shoppers in-store. How can they leverage the strength of their brand to engage and convert shoppers in-store, a the moment of truth?
The two-week campaign ran across 739 Coles Liquor locations, featuring creative that brought the brand’s personality to life through playful, attention-grabbing audio. From imaginative storytelling to laid-back lifestyle moments, the ads were designed to interrupt routine shopping trips and create memorable brand impressions.
QSIC began by building sales demand profiles for the featured product, identifying Friday and Saturday afternoons as peak periods for conversion. Audio ads were scheduled to increase frequency during these windows—resulting in a 32% uplift in product sales.
To assess broader impact, QSIC analyzed demand profiles for the full brand portfolio and found strong overlap in peak periods. This alignment helped drive a brand halo effect, with an additional 18% uplift across all SKUs.By matching ad delivery with real-world demand patterns, the campaign achieved exceptional results: a 4.7x ROAS for the featured product and 21.5x ROAS across the entire brand.
