An exclusive study, carried out by TF1 PUB in collaboration with Havas Media and MarketingScan on behalf of UNILEVER, highlights the effectiveness of segmented TV as a complement to linear TV.
Background & objective
Ben & Jerry’s, the famous ice cream brand, launched a major national campaign to promote its new “Sundae” range during the summer season. The campaign ran from 10 July to 20 August and generated 1074 GRPs among the brand’s target media.
Following this campaign, and in order to boost sales until the end of the summer, the brand wished to specifically target the CSP+ population living in the Île-de-France region.
To this end, Ben & Jerry’s called on TF1 PUB & the Havas Media agency to design a tailor-made segmented TV compaign, activated from 28 August to 17 September, with a total of 2.2 million impressions on all TF1 group channels.
Methodology
MarketingScan is measuring the impact on brand sales with its new Ad4Sales solution.
Based on cross-referencing data from Orange and SFR boxes with transactional data from several million households, AD4SALES makes it possible to establish a direct link for 220,000 representative households (including 125,000 already eligible for TVS) between the fact of having been exposed to a TVB or TVS campaign and whether or not they will buy the brand in shop in the weeks that follow.
All of this was done passively and deterministically, without any declarative or probabilistic analysis.
This protocol makes it possible to compare changes in the purchases of the group exposed to TVS with a group that has not been exposed, which is perfectly identical from a statistical point of view: socio-demographic profiles, affinity with the category, appetite for the promotion on the category before the campaign and shop visits.
Results
Following on from the classic TV campaign, the addressable TV campaign helped to improve Ben & Jerry’s market share: +23% market share by volume
By recruiting new buyers: +6% penetration for the Ben & Jerry’s brand
