Challenge

A well-known dairy brand came to us seeking a strategy to stand out and raise awareness of their new range of lactose free milk – a highly competitive category.

Solution

We proposed the ideal solution; a nationwide campaign across our retail network, which enabled the brand to connect with consumers on the path-to-purchase.

By using our targeted and effective insights platform, DART360, we optimised the campaign to locations with screens within proximity to supermarkets that stock Lactose Free milk and across areas that indexed highly for milk purchases.

We also ran a brand uplift study to understand the impact of the campaign across various brand metrics, like awareness, perception and consideration.

Results

The brand uplift study revealed the campaign increased the brand's memorability, recall, consideration, as well as various other brand attributes.

• +3% increase in unprompted awareness

• +17% increase in overall ad perception

• +17% increase in brand consideration

• +11% increase in recommendations to family and friends

• +8% average increase across all brand attributes.

Source: Pure Profile Panel – Pre Survey (12th July 2023 to 23rd July 2023) Test (n =107) control (n=106)  // Post Survey (14th August 2023 to  21st August 2023) Test (n =107) control (n=101)