Setting the Table for Smarter Advertising

Whether it’s a birthday dinner, holiday gathering, or casual get-together, tableware plays a small but meaningful role in how people celebrate.

But what actually drives someone to buy new plates or serveware? Price? Quality? Convenience?

The answer probably varies by person. Yet most brands guess. 

This one asked.

The Challenge

A leading CPG brand – let’s call them LuxeTable – wanted to drive incremental sales of their disposable tableware across three key groups:

• New customers
• Lapsed customers
• Competitive shoppers

They used online video and display ads to reach these audiences, with a focus on measurable outcomes like:

• Incremental sales lift
• Return on ad spend (ROAS)

The Strategy: Ask, Then Adapt

Instead of relying on assumptions, the brand used Zero-Party Ads to ask consumers simple, relevant questions directly within the ad experience.

For example, the brand asked lapsed and competitive customers:

• Which of the following most affects your decision to purchase LuxeTable products? 
  • Sustainability
  • Price
  • Quality
  • Store availability

These responses became real-time signals of intent and shaped what happened next.

• Consumers were directed to landing pages tailored to their expressed interests
• Future ads adapted based on what each person cared about most
• VoiceAlike® AI scaled those insights across the campaign to optimize future messaging

Instead of one-size-fits-all messaging, the brand delivered experiences that actually matched consumer intent.

At the end of the video ad, viewers were invited to share feedback in a short survey. VoiceAlike® AI used this zero-party data to predict responses across the full campaign, build custom audience segments, and retarget each group with the most relevant ads. For example, consumers interested in “sustainability” received creative aligned with that value, while consumers that cared most about “store availability” received ads that drove to a store locator. 

The Results

When ads reflect what people actually care about, performance follows.

• 14.2% incremental sales lift
• $24 Return on Ad Spend (ROAS)

All results were measured by a third-party InMarket Lift Conversion Index study.

Why It Worked

This campaign succeeded because it replaced guesswork with real input from consumers.

• People willingly shared what mattered to them
• Ads adapted instantly based on those signals
• Insights scaled across broader audiences for efficiency

Zero-party data in ads gives brands a direct line to consumer intent. And when you turn those answers into action, you create more relevant experiences, stronger engagement, and measurable results.