Context & objective
To boost sales of its Les 2 vaches brand, Danone has teamed up with Mediaperformances to launch an innovative multi-channel campaign, combining Segmented TV (SST) and Digital Out-Of-Home (DOOH).
The aim was to use the power of Segmented TV to target high-potential strategic shops, while reinforcing the message with a DOOH campaign in key areas of the shop.
Segmented TV therefore focused on high-potential shops to maximise impact. At the same time, DOOH was placed at strategic points in the shop (entrances and cross aisles) to play on repetition and direct consumers towards Les 2 Vaches.
Methodology
The precise evaluation of the effects of this campaign was entrusted to MarketingScan via its Ad4Sales solution.
This protocol makes it possible to analyse actual purchasing behaviour by comparing households exposed to the segmented TV and/or DOOH campaign with those not exposed.
Thanks to matching based on socio-demographic criteria, frequency of purchase and consumption habits prior to the campaign, AD4SALES provides a reliable and representative measure of the real impact of media activations on sales.
Results
Complementarity proved to be a particular winner in this case study:
+33% increase in sales
+17% increase in new customers
+13% increase in average basket
