Brutus Bone Broth — Target Retail Media Campaign
Co/Efficient Media was contracted by agency partner Door No. 3 to plan and execute the paid media for the launch of Brutus Bone Broth Goat Milk in select Target locations across the United States, while also sustaining velocity of its core Broth line.
The campaign utilized a mix of pre-roll video aimed at regular Target shoppers who purchase pet-related products, and Digital Out of Home in Vet Clinic placements within 2 miles of the 300 exposed Target stores in 8 metros. Performance was measured against a matched set of control stores to isolate the campaign's true incremental lift on unit velocity.
Brutus Bone Broth — Target Campaign FINAL RESULTS
End-of-campaign performance dashboard · Goat Milk Launch & Broth
Campaign overview — final
Total impressions
1,497,129
Pre-roll + Vet Clinic
Exposed stores
300
8 metros
Goat Milk lift
+71.7%
vs control (full campaign)
Broth lift (post 3/12)
+41.9%
vs control (ad period)
Impressions by channel — final
Total impressions
1,497,129
All channels
Pre-roll video
1,371,441
91.6% of total
Vet clinic
125,688
8.4% of total
Pre-roll clicks
3,833
0.28% CTR · 85% completion
Velocity lift — units / store / week
Exposed
Control
Incremental lift
Exposed velocity
1.120
units/store/wk (campaign avg)
Control velocity
0.653
units/store/wk
Incremental lift
+0.468
units/store/wk
Lift %
+71.7%
vs control (10 wks)
Broth — pre vs post ad launch (March 12)
Exposed
Control
Lift
Faded bars = pre-ad period (Feb). Solid bars = post-ad (Mar Wk 2 through May Wk 2). Dashed line marks ad launch ~March 12.
Exposed velocity change post-ad
+19.2%
Pre: 4.831 → Post: 5.639 u/store/wk
Control velocity change post-ad
+11.0%
Pre: 3.580 → Post: 3.975 u/store/wk
Lift pre-ad
1.252
+35.0% vs control
Lift post-ad (full)
1.664
+41.9% vs control
Brutus Bone Broth | Target Campaign Final Dashboard | Confidential | Data through May 12, 2026
Waterloo Audiology — Regional Multi-Market Campaign
Co/Efficient Media was contracted by agency partner Door No. 3 to develop a full-funnel media plan to generate awareness, drive patient acquisition, and grow appointment volume across 4 regional audiology clinics in Central Texas — Austin, Georgetown, San Marcos, and Seguin.
The campaign used a mix of Direct Mail, Linear Television, Google AdWords, and Display advertising — pairing broad-reach awareness channels with high-intent search and always-on retargeting to build a complete acquisition funnel, from first exposure to booked appointment. Results below reflect performance directly traceable to the media itself — digital reach, tracked conversions, and call-tracked phone bookings — alongside the broader lift the campaign drove across the site.
Waterloo Audiology — Paid Media Campaign SEASON RESULTS
Regional multi-market performance summary · 4 Central Texas clinics
Paid media performance — season total, directly attributable
Total impressions
3.93M
Google 125,627 · Display 3,808,689
Total clicks
14,389
Google 7,227 · Display 7,162
Online booking conversions
131
Google 61 · Display 70 · tracked, season total
Real phone bookings, tracked lines
132
Apr–Jul, transcript-confirmed
Monthly click volume — Google Ads vs. Display
Google Ads
Display
Google Ads captures high-intent search demand at a much higher click-through rate; Display is an always-on awareness channel built for reach and impression volume, not click volume — its role shows up most clearly in the Brand Halo Effect tab.
Online booking conversions by market
| Market | Google Ads Conversions | Display Conversions | Total |
|---|---|---|---|
| Austin | 18 | 25 | 43 |
| Georgetown | 18 | 18 | 36 |
| San Marcos | 15 | 15 | 30 |
| Seguin | 10 | 12 | 22 |
| Total | 61 | 70 | 131 |
Direct scheduler submissions (Google Ads) and pixel-tracked booking completions (Display) — each platform's own reported conversions, season total.
Real phone bookings by market — tracked lines, Apr–Jul
| Market | Confirmed Bookings |
|---|---|
| Austin | 50 |
| Georgetown | 31 |
| San Marcos | 20 |
| Seguin | 8 |
| Main line / unattributed | 23 |
| Total | 132 |
Calls placed to Google Ads' dedicated tracked phone numbers, April–July, each reviewed via call-transcript to confirm a booked appointment. Of 645 total calls to these lines over that window, 132 were confirmed bookings, 33 were rescheduled, and 10 were cancelled — the remainder were informational calls (hours, insurance, directions) with no booking action, which is expected and normal call-line behavior, not a data quality issue.
Waterloo Audiology | Regional Paid Media Campaign | Confidential Summary | Data through July 31, 2026