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Case Study
National Foods
- Client Envato market
- Date April 2022
- Author Paul Trueman
The Reality
When National Foods Limited (NFL) wanted to strengthen its eCommerce presence among Pakistani expats in North America, they partnered with us to lead the charge.
The brand had a strong emotional connection with South Asian audiences abroad who missed the taste of home but reaching them effectively online was a challenge.
With audiences spread across the US and Canada, the campaign needed to balance cultural relevance, smart targeting, and performance efficiency, all while driving measurable conversions on NFL’s eCommerce website.
Strategy
We built a data-led Test & Learn campaign focused on precision targeting and conversion optimization.
The idea was simple: reach Pakistani expats in North America where they already spend time online and inspire them to bring a little bit of home to their kitchens through National Foods products.
How We Did It
- Integrated DV360 + Oracle data to access premium, verified audience segments.
- Used second-party data on affinities, intent, and topics to reach high-interest groups.
- Partnered with top local publishers in the US and Canada for programmatic guaranteed (PG) deals.
- Created custom Pakistani expat audience pools, enhanced with lookalike (LAL) segments for greater scale.
- Deployed Floodlight and BKK Tags to track key user actions like “Add to Cart,” “Checkout,” and “Purchase.”
- Applied continuous audience expansion and optimization, ensuring ad spend went where engagement was highest.
This approach transformed traditional awareness campaigns into performance-centric eCommerce marketing for international audiences.
The Results
The campaign delivered powerful results, showing how data, creativity, and precise optimization can drive measurable global growth. Click-through rates rose by 30% across data-backed audiences, while behavioral targeting doubled the conversion rate, and programmatic guaranteed deals generated a 3× uplift in conversions. With a strong 75% match rate for expat data across the US and Canada, the campaign achieved its highest checkout volumes through key publisher partnerships. Reaching over 376,000 users in the US and 119,000 in Canada, the initiative outperformed benchmarks even with limited city-level targeting proving that precision beats volume when the strategy is right. By combining data intelligence, localized storytelling, and performance marketing, we helped National Foods strengthen its international eCommerce presence and reconnect global audiences with the flavors of home.
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