Agency
Location
Industry
Growing market share with limited marketing budget
Challenge
As a relatively small fish in a big advertising revenue pond, Young’s had historically been restricted to just four weeks linear TV air time in Q1, meaning acquiring new customers and driving repeat purchase was a challenge. To address this issue, Young’s needed to grow their market share within the constraints of their existing marketing budgets.
Maximizing reach through data-driven, multi-channel targeting
Solution
Knowing that consumers spend very little time finding and picking FMCG products, an average of just 10 seconds, we knew we had to be font of mind for consumers and therefore active for as many weeks as possible to provide multiple brand cues.
By taking Young’s existing customer segmentation, we identified and prioritised which audience segments had the greatest potential for growth. We then enhanced this segmentation with a Sky data-led buying approach based on purchase behaviours, to reach existing customers and purchasers of competitor brands, allowing us to reach viewers based on their shopping habits, rather than their viewing habits.
We expanded our learnings to other channels, including display & social, and used our TV data to build online audience profiles to contextually target online audiences and extend our reach.
Key Facts
“Mediaplus UK has taken a really proactive approach to developing this campaign. Their clever use of state-of-the-art targeting has allowed us to pinpoint specific audiences and reach them efficiently, with minimal wastage, whilst actively prolonging the duration of our campaign.”
Marketing Director
Young's
