Success Story
Greenfields reaches relevant audiences through addressable TV
54%
Uplift in brand familiarity
32%
Increase in brand opinion
13%
Increase in consideration for respondents aged 25-40
Challenge
Established in 1997, Greenfields, as the number 1 largest farm in Indonesia, produces high-quality pasteurised and UHT milk that meets the world’s international standards.
Producing over 97,000 tonnes of fresh milk each year, Greenfields supplies dairy products across Indonesia and the wider Asia region.
Greenfields wanted to reach an audience of primary homemakers in Indonesia who were identified as moms and young female adults, aged 25–40.
As viewership of free-to-air (FTA) TV is low among the target audience’s age group, Greenfields needed to find another way to effectively engage them through the big screen.
Producing over 97,000 tonnes of fresh milk each year, Greenfields supplies dairy products across Indonesia and the wider Asia region.
Greenfields wanted to reach an audience of primary homemakers in Indonesia who were identified as moms and young female adults, aged 25–40.
As viewership of free-to-air (FTA) TV is low among the target audience’s age group, Greenfields needed to find another way to effectively engage them through the big screen.
Approach
Finecast worked with Wavemaker to create a bespoke addressable TV solution for the target audience of moms and young female adults across Indonesia.
The audience pool was determined by using Finecast Audience Planner and a list of postal code where moms and young adult female are highly populated was extracted.
To measure success of this campaign and track efforts back to business results, Finecast created a bespoke, control vs. exposed brand uplift study powered by Kantar Profiles.
The audience pool was determined by using Finecast Audience Planner and a list of postal code where moms and young adult female are highly populated was extracted.
To measure success of this campaign and track efforts back to business results, Finecast created a bespoke, control vs. exposed brand uplift study powered by Kantar Profiles.
"Finecast’s advanced targeting capabilities helped Greenfields reach relevant viewers in Indonesia with minimal ad spend wastage. We were also able to draw actionable audience insights that can be applied to future campaigns."
Results
The campaign has delivered over 13m impressions with 91% Completion rate on a 15s creative.
The results of the brand lift study were also positive with a 54% uplift in Brand Familiarity and a 32% uplift in Positive Brand Opinion.
6 out of 10 respondents stated ‘Taste and Freshness’ as the strongest selling point of Greenfields’ product.
Respondents aged 25-40 who have seen the ad were more likely to consider Greenfields as the only milk that they would choose (+13%).
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