Savencia - Islos
Efficient Advertising with 1rst Party data
Challenge & Approach
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.
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.
"The consistently positive campaign results speak for themselves. The shopper data from REWE helped us identify the relevant target group for ISLOS and reach them efficiently with suitable content. We look forward to further successful projects with cmmrcl.ly."