Finding the right targets

How Kantar helped one advertising campaign achieve success

Kantar Audiences in action

Using actual purchase data for media targeting to generate brand and sales lifts

This Audiences example shows the impact the targeting method had on the campaign, contributing to an uplift in sales three times that of a typical campaign, and an increase in brand awareness which was twice the average.An impactful and creative advert will always be needed to draw customers in, but through specific targeting, based on shoppers’ historic, objective activity, we can make sure that message reaches a captive audience.

The ChallengeTate & Lyle, a global provider of food and beverage solutions, wanted to own ‘breakfast moments’ by making its golden syrup the go-to breakfast topping. Its campaign focused on how “ridiculously simple and wonderfully tasty” porridge can be by adding Lyle’s Golden Syrup. Kantar supported Tate & Lyle’s media agency, m/SIX, to engage consumers through Facebook who were already buying porridge.The campaign's performance was measured against brand and sales uplift. It outperformed all benchmarks for FMCG campaigns. The ApproachTo reach the target audience, Kantar identified several key targets based on the purchase panel: heavy and medium porridge buyers, instant porridge sachet buyers and heavy and medium traditional porridge oats buyers. These targets were matched, extended and onboarded into Facebook through LiveRamp, allowing m/SIX to address the campaign based on these segments.

Targeted Audience boosted campaign

The campaign performance was measured against brand and sales uplift. It achieved significantly above all FMCG benchmarks*:

The campaign performance was measured against brand and sales uplift. It achieved results significantly above all FMCG benchmarks*:

*First three benchmarked against Facebook brand lift benchmarks. Last is benchmarked from Kantar UK CMM benchmarks.