Challenge & Approach
Giovanni Ferrari wanted to activate a very specific target audience - the hard cheese buyers and hence push back on raising competition within the industry. Savencia wanted to spend advertising Euros most effectively to increase purchase intent not general brand awareness. So far, in lack of 1st party high intent data Savencia relied on generic platform targeting with mixed results.
REWE & cmmrcl.ly created three high-intent audiences and activated the in-market audiences with tailored messaging:
- Buyers of hard cheese products
- Buyers of competitor products
- Buyers of Italian products that match Giovanni Ferrari
Platforms used in this campaign: Facebook and Instagram.