How can you measure what a full-funnel campaign actually delivers in terms of brand impact and purchases?
For its “Bulles de Joie” campaign, Badoit combined two complementary approaches: Happydemics to measure brand impact, and MarketingScan, through Ad4Sales, to quantify its business impact.
Developed with Médiaperformances and WPP Media, this innovative campaign received three awards: “Best Drive-to-Store Activation” at the Grand Prix Food & Beverage, “Drive to Store” at Les Cas d’Or de la TV Connectée, and a Silver Award in the “Multichannel” category at La Nuit des Rois.
Background and objective
To strengthen Badoit’s perceived brand value and reinvigorate its consumption occasions, the brand launched its “Bulles de Joie” campaign with Médiaperformances and WPP Media.
The campaign combined several complementary touchpoints, from screen to point of sale:
addressable TV and CTV
digital video using shopper-data targeting and geolocation
in-store DOOH
The objective was to assess the campaign’s impact at two distinct levels: brand metrics and purchasing behaviour.
Methodology
Happydemics measured the campaign’s impact on brand metrics. MarketingScan assessed its business impact using Ad4Sales.
MarketingScan assessed its business impact using Ad4Sales.
Ad4Sales relies on a single-source panel of 350,000 representative households. The solution links actual campaign exposure with actual purchases.
By comparing the purchasing behaviour of exposed households with that of statistically matched non-exposed households, Ad4Sales isolates the campaign’s incremental impact on sales using passive, deterministic data, without relying on self-reported information.
Results
MarketingScan’s analysis showed:
+3% incremental revenue for Badoit overall
+8% incremental revenue for Badoit Verte
+13% growth in Badoit Verte’s customer base
These results cover distinct scopes. They show the campaign’s effect at brand level, on the specific product promoted by the campaign and on the growth of its customer base.
This case demonstrates the value of combining brand impact measurement with actual purchase analysis to gain a more comprehensive view of a full-funnel campaign’s performance.
