Cotton Incorporated Sews Up More Sales with Bazaarvoice Advertising

First-Party Data Helps Cotton Incorporated Reach In-Market Online Shoppers

AUSTIN, Texas, Feb. 23, 2017Cotton Incorporated, the research and promotion company for U.S. cotton growers, partnered with Bazaarvoice, Inc. (Nasdaq: BV), the provider of consumer-generated content (CGC), advertising, and personalization solutions, in their quest to drive demand for products created with cotton fabric. Cotton Incorporated used the Bazaarvoice Advertising solution to solve two distinct challenges: reaching consumers with relevant advertising in time to influence their decision to choose cotton and demonstrating the results of their advertising efforts, when brand and retailer conversion data is typically proprietary.

In partnering with Bazaarvoice, Cotton Incorporated wanted to see a click-through rate (CTR) of 0.16%. Not only did Bazaarvoice exceed that goal by achieving 0.19% CTR, it also delivered an impressive return on ad spend (ROAS). Cotton Incorporated saw a $8.68 average ROAS per $1 spend, as well as 14,100 conversions over the course of the display ad campaign, resulting in nearly $868,000 in sales. Cotton Incorporated also increased brand consideration by 4.49% by using Bazaarvoice’s solution.

“Our primary goal was to put our message in front of the consumer at the very moment they were looking to make a cotton purchase, and Bazaarvoice helped make that a reality,” said Jill Orsini, advertising director at Cotton Incorporated. “Bazaarvoice also enabled us to prove the effectiveness of our advertising spend to our constituency of cotton producers – in terms of actual conversions, sales lift and return on ad spend.”

Bazaarvoice Advertising used first-party data from segments of its 160 million unique active shoppers and the company’s network of more than 5,000 brand and retailer websites to identify in-market shoppers and create unique segments that were highly specific to Cotton Incorporated’s target audience. Bazaarvoice then served display ads directly to those shoppers wherever they were across the web.

“Using the first-party data from our network of millions of in-market shoppers, Bazaarvoice Advertising can offer the most accurate view of current and future shopping behavior,” said Toby McKenna, senior vice president, Global Advertising at Bazaarvoice. “Our solution offers a bird’s-eye view of consideration and conversation data, allowing progressive companies like Cotton Incorporated to drive true bottom line impact with their campaigns.”

To learn more about Cotton Incorporated and the Bazaarvoice Advertising platform, read the full case study or visit us at

About Bazaarvoice

Bazaarvoice helps brands and retailers find and reach consumers, and win them with the content they trust. Each month in the Bazaarvoice Network, more than one-half billion consumers view and share authentic consumer-generated content (CGC), including ratings and reviews as well as curated visual content, across 5,000 brand and retail websites. This visibility into shopper behavior allows Bazaarvoice to capture unique first-party data and insights that fuel our targeted advertising and personalization solutions.

Founded in 2005, Bazaarvoice is headquartered in Austin, Texas with offices across North America and Europe. For more information, visit