OBJECTIVE

A major CPG candy brand wanted to increase awareness of its candy brands during a crucial buying period.

STRATEGY

Our team worked with the agency to curate two custom audience segments. The first target group was consumers who have an affinity for candy. It was decided that rewarded video would be the perfect medium to use to reach this desired segment. Rewarded video allows for near 100% VTR and has a higher CTR than the industry norm. This would help with the goal of building awareness for the identified target audience. The consumer is fully engaged in watching the video, which was a pivotal component of the overall strategy for this campaign. The second key target group was ‘Mom’s with kids’ as this group was decided to be the primary purchaser of candy for the target holiday. Intuizi reached this audience profile group by layering on additional POI data segments and app graph analysis in order to efficiently targeted Moms with kids.

We reviewed which POI and app graph matrix converted key “Brand Lift” metrics best and aided the agency in understanding the incremental brand lift of their mobile marketing campaign during this critical candy campaign

RESULTS

CLICK-THROUGH RATE PREFORMED ABOVE THE STANDARD AGENCY METRIC

Compared to the agency’s current overall CTR in an “Open Marketplace (OMP)” media buy, Intuizi™ screened data sets performed better and were 57% above industry average CTR.

FORCED VIDEO VIEW AND VIEW THROUGH RATE

Intuizi™ screened data sets had a higher Forced Video View and VTR was greater than 94% on a:15sec video and 74% on a: 30-sec video with sound “ON”. Compared to the agency’s current overall VTR in an “Open Marketplace (OMP)” media buy;

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