🔥 Case Study · Willa's Oatmilk
From Worst-Performing
Stores to Their Best
With Meta Ads.
Willa's Organic Oat Milk was on shelves at Target, but velocity swung wildly store to store — and the weakest doors risked delisting. We ran geo-targeted Meta ads paired with Aisle coupon lead-gen and a pre-sell landing page, turning the lowest-performing target stores into some of their best.
"Good news on the poor-performing stores! Despite people boycotting Target, our sales units are increasing — and Willa's BEST-performing kids stores last week were formerly poor-performing stores."
Christina Dorr Drake, Willa's Oatmilk
🔥 Case Study · Willa's Oatmilk
From Worst-Performing
Stores to Their Best
With Meta Ads.
Willa's Organic Oat Milk was on shelves at Target, but velocity swung wildly store to store — and the weakest doors risked delisting. We ran geo-targeted Meta ads paired with Aisle coupon lead-gen and a pre-sell landing page, turning the lowest-performing target stores into some of their best.
"Good news on the poor-performing stores! Despite people boycotting Target, our sales units are increasing — and Willa's BEST-performing kids stores last week were formerly poor-performing stores."
Christina Dorr Drake, Willa's Oatmilk
🔥 Case Study · Willa's Oatmilk
From Worst-Performing
Stores to Their Best
With Meta Ads.
Willa's Organic Oat Milk was on shelves at Target, but velocity swung wildly store to store — and the weakest doors risked delisting. We ran geo-targeted Meta ads paired with Aisle coupon lead-gen and a pre-sell landing page, turning the lowest-performing target stores into some of their best.
"Good news on the poor-performing stores! Despite people boycotting Target, our sales units are increasing — and Willa's BEST-performing kids stores last week were formerly poor-performing stores."
Christina Dorr Drake, Willa's Oatmilk
The Challenge
Great Oat Milk. Underperforming Stores.
Willa's makes a genuinely better oat milk — whole-oat, low-sugar, organic — that wins once shoppers try it. The problem wasn't the product; it was getting the weakest Target stores to move it fast enough to keep their shelf space.
Velocity swung store to store
Willa's sells through Target nationwide, but sell-through was uneven — some doors moved product fast while others sat. The lowest-velocity stores were the ones most at risk.
Slow stores risk delisting
Retailers cut SKUs that don't move. Willa's needed to lift its weakest stores quickly to protect distribution and prove the brand could earn its shelf space.
Online ads, in-store goal
Standard paid social optimizes to website clicks and DTC conversions — but the goal was retail velocity in specific underperforming Target locations, not generic online traffic.
The Strategy
Meta Ads That Turned Low Stores Into Leaders
Most paid social can't prove it moves product off a specific retailer's shelf. We closed that loop — pairing geo-targeted performance creative with an Aisle coupon-redemption offer and a pre-sell page that educated shoppers before funneling demand straight into the stores that needed it.
01
Geo-targeted Meta creative
We engineered performance creative tuned to Willa's whole-oat, low-sugar positioning and ran it on Meta (Facebook & Instagram) geo-targeted tightly around the lowest-performing Target stores — putting spend exactly where velocity needed to climb.
02
Aisle coupon lead-gen + receipt redemptions
Every ad pointed to an Aisle offer: claim a coupon, buy Willa's at your local Target, then submit a photo of the receipt to get reimbursed. The mechanic captured leads and turned anonymous in-store purchases into trackable, attributable redemptions.
03
A pre-sell page that educated, then routed to retail
Before sending anyone to buy, we ran traffic to a '6 Reasons Why Willa's' pre-sell landing page — making the case for whole-oat nutrition, lower sugar, and clean ingredients, then handing shoppers straight to 'Shop at Target' or 'Shop at Amazon.' Warm, informed buyers converted into real in-store purchases at the stores we were boosting.
The Results
Worst-Performing Stores Became the Best
Bottom → Top
Geo-targeted Target stores climbed from Willa's lowest-velocity doors to among its best performers.
Source: First Spark Digital × Aisle campaign, Willa's Organic Oat Milk retail velocity.
Worst stores became best stores
Concentrating geo-targeted demand into the lowest-velocity Target doors flipped them — the weakest performers climbed into the brand's top-selling locations.
In-store sales, finally trackable
Aisle receipt redemptions turned anonymous shelf purchases into measurable, attributable sales — so paid social could be tied directly to real retail velocity.
Distribution protected and grown
Lifting the weakest stores defended Willa's shelf space at Target and built the velocity story the brand needed to keep expanding its retail footprint.
Ready to Ignite Growth?
Don't Let Your Growth
Fizzle Out
Schedule your free Marketing Roadmap and Diagnostic Spark audit today and discover how The First Spark Growth System can propel your business to new heights.
Let's Build Your Growth Engine
Whether you're a DTC brand pushing toward 8-figures and looking to grow profitable pipeline, we'll create a custom roadmap that delivers real business results.
Ready to Ignite Growth?
Don't Let Your Growth
Fizzle Out
Schedule your free Marketing Roadmap and Diagnostic Spark audit today and discover how The First Spark Growth System can propel your business to new heights.
Let's Build Your Growth Engine
Whether you're a DTC brand pushing toward 8-figures and looking to grow profitable pipeline, we'll create a custom roadmap that delivers real business results.
Ready to Ignite Growth?
Don't Let Your Growth
Fizzle Out
Schedule your free Marketing Roadmap and Diagnostic Spark audit today and discover how The First Spark Growth System can propel your business to new heights.
Let's Build Your Growth Engine
Whether you're a DTC brand pushing toward 8-figures and looking to grow profitable pipeline, we'll create a custom roadmap that delivers real business results.