Savencia - Islos

Who is my relevant target group and where do I meet them? This was the main challenge, because feta is not the largest segment in the cheese market and corresponding buyers are relatively difficult to identify based on generic interest targeting. In addition, ISLOS was only available in selected regions at the time of the campaign, so the campaign had to be region-specific.

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EssenceMediacom and Savencia decided to break new ground in targeting and implement their campaign based on REWE shopper data. Shopper segments were formed and addressed around the consumption and shopping habits of feta shoppers and category shoppers with a high affinity for feta.
Through the targeted approach it was possible to
significantly improve the performance values.

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