CPG MarketingWilliams Foods
Back-to-School Sweepstakes
22,043entries on $4K
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CPG MarketingNational Retail LaunchSweepstakesPaid SocialConsumer Data
Case Study — Sun-Bird Seasonings · 2021
Delivering CPG Brand Awareness at Scale.
Sun-Bird expanded into Walmart nationwide — and drove 36,581 contest entries, 3.6x the goal, on a $6,000 budget. 7.03% CTR. $0.12 CPC. Nearly 8x the industry benchmark.
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0
Total Entries
vs 10,000 goal — 3.6x
0%
Click-Through Rate
vs 0.89% industry avg
$0
Cost Per Click
vs $0.28 industry avg
0
Paid Reach
national
The Brief
Sun-Bird Just Landed in Every Walmart in America. Let's Make Some Noise.
Sun-Bird Seasonings had earned a major milestone: their full line of Asian-inspired seasoning mixes — Fried Rice, Stir-Fry, Beef & Broccoli, General Tso's Chicken, and Mongolian Beef — was landing in Walmart stores nationwide. For a regional brand, getting into Walmart nationally is the moment everything changes. The shelves are set. The products are shipping. Now the brand needed to build consumer demand fast enough to keep those shelves moving.
The brief was deceptively straightforward: announce the national Walmart rollout, build consumer excitement, and collect first-party data that would give Sun-Bird's retail team proof of consumer demand across Walmart's distribution footprint.
The Stakes
Getting into Walmart is a massive opportunity — and a massive test. Retailers watch sell-through rates closely in the first weeks and months. A national rollout that doesn't move product risks getting delisted. Sun-Bird needed consumers to know it was there, find it on the shelf, and buy it.
The Goal
10,000 sweepstakes entries, based on performance benchmarks from other C.H. Guenther brand campaigns. Beast took that as the starting point.
The Approach
Join the Bird Herd. Win Big. Tell Your Friends.
1
The Campaign Concept: Bird Herd
"Bird Herd" was both a play on Sun-Bird's brand identity and an instant community signal — "the Bird Herd" is what Sun-Bird fans are called. The concept: Sun-Bird is now at a Walmart near you nationwide. To celebrate, we're giving away a $1,000 Walmart gift card and a gift pack filled with Sun-Bird products and branded swag. Enter to win and join the Bird Herd.
2
The Creative Strategy
The ad creative leaned directly into the national Walmart rollout as the news hook. "Now at a store near you nationwide" is a legitimately exciting announcement for fans of the brand. Beast built multiple creative variations testing different headlines, visual treatments, and CTAs — identifying winners within the first days and shifting budget toward them.
3
The Prize Architecture
One grand prize. One winner. Maximum perceived value. Grand Prize: $1,000 Walmart gift card, wok, chopsticks, branded kitchen towels, branded Sun-Bird apron, and Sun-Bird products. The Walmart gift card was a strategic choice — it reinforced the retail channel and incentivized consumers to think of Walmart as the place to find Sun-Bird.
4
Mobile-First Execution
Beast's media strategy prioritized mobile placements, reflecting where the target audience (women 35–65) spends time. The results validated the approach decisively: mobile reach hit 164,800 (80% of total paid reach) and mobile link clicks hit 28,059 (94% of total link clicks).
5
The Data That Mattered Beyond the Numbers
36,581 first-party consumer records — each with a name, verified email, and ZIP code. When Sun-Bird's retail team mapped the geographic distribution of entries against Walmart's national store footprint, the result was a consumer demand heat map — geographic proof that real people in specific markets were aware of and engaged with the brand. That's what you bring into a Walmart buyer meeting.
Mobile Creative
Built for the Scroll. Made for Mobile.
80% of total paid reach came from mobile placements. Beast built story-format ads specifically for the mobile feed — full-screen, thumb-stopping creative that met Sun-Bird fans exactly where they were scrolling.
The Results
The Numbers That Changed How Sun-Bird Talks to Retailers.
| Metric | Result | vs Benchmark |
|---|---|---|
| Total Entries | 36,581 | 3.6x over 10,000 goal |
| Click-Through Rate (CTR) | 7.03% | 7.9x industry avg (0.89%) |
| Cost Per Click (CPC) | $0.12 | 57% lower than $0.28 avg |
| Total Ad Budget | $6,000 | — |
| Paid Reach | 208,431 | — |
| Paid Impressions | 687,698 | — |
| Paid Link Clicks | 48,347 | — |
| Post Shares | 647 | — |
| New FB Page Likes | 739 | — |
The First-Party Data Story
36,581 email addresses. 36,581 ZIP codes. 36,581 people who raised their hand and said "I'm interested in Sun-Bird." That database is a direct email channel to over 36,000 consumers — no platform algorithm in the way. Geographic demand data mapped to specific US markets. Proof of consumer awareness to present to retail buyers.
"No competitor can walk into a pitch meeting with a 7.03% CTR and $0.12 CPC on a $6,000 budget. That's our proof of concept."
Campaign Overview
ClientSun-Bird Seasonings
CampaignBird Herd — Walmart Rollout
DatesAug 23 – Sep 30, 2021
Duration38 days
Ad Budget$6,000
PlatformsFacebook, Instagram
ServicesStrategy, Creative, Landing Page, Paid Social, Data Strategy
Industry Benchmarks
CTR7.9x
7.03%avg: 0.89%
CPC57% lower
$0.12avg: $0.28
Entries3.6x
36,581avg: 10,000 goal
Campaign Creative
The Ads That Drove 36,581 Entries.
Bold creative built to stop thumbs mid-scroll. These ran across Facebook and Instagram during the Bird Herd sweepstakes.
Launch Ad
Winner Reveal
Awareness Ad
Is Your Brand Ready for Walmart? Your Marketing Should Get There First.
Sun-Bird walked into Walmart with 36,000 consumer records and a 7.03% CTR to back up every conversation. Beast builds that proof for CPG brands.
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