Data-driven media delivers significant sales uplift
A global food and beverage company used customer data to target a promotional campaign at its most likely buyers. This insight-led approach to media planning delivered stronger sales and clearer insights into its best-performing channels.
18 million
customer exposures
11%
sales uplift
+5.8 million
customers reached
A major campaign needed an audience
A major confectionary brand was launching an on-pack promotion with a retail partner and needed to reach the right customers in the right stores.
Customer data was key
To do that, dunnhumby used its data science and analytics capabilities to turn the retailer’s loyalty card data into actionable insights. Previous buyers in relevant product categories were identified, and target audiences built around them. Stores with the greatest growth potential among these shoppers were then singled out for the campaign.
Promotions met shoppers in multiple places
The campaign was activated across in-store displays, digital screens, and targeted SMS messaging, reaching customers at different stages of their shopping journey.
The results
The results
More touchpoints meant stronger sales
Stores using both in-store displays and digital screens saw a 33% sales uplift, compared to 15% where only in-store displays were used.
The results showed what worked and why
The campaign reached more than 5.8 million customers and generated 18 million exposures, while contributing to an 11% uplift in sales overall. It also revealed which combination of channels delivered the strongest return.
A template for future activity
By learning which media channels delivered the best results, the brand now has a clear basis for planning and investing in future campaigns.
Insight-led planning delivers greater commercial impact
The campaign showed how insight-led audience targeting and omnichannel activation could improve sales performance, while also revealing which channels delivered the greatest returns.
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