Success Story
New-to-TV brand, Sweet Freedom, enjoys the taste of success with Addressable TV
47%
of viewers are Sweet Freedom promotors
84%
of viewers are likely to buy Sweet Freedom
28% pt
uplift in aided brand awareness
Challenge
Sweet Freedom, a natural fruit syrups brand, wanted to grow brand awareness and consideration in a competitive market.
When consumers want to limit refined sugars and chemical sugar substitutes, they can turn to a delicious, natural alternative in Sweet Freedom.
When Sweet Freedom wanted to create customised shopping segments and increase brand awareness, they turned to Finecast.
When Sweet Freedom wanted to create customised shopping segments and increase brand awareness, they turned to Finecast.
Approach
Sweet Freedom worked with Finecast to create a custom audience and efficiently deliver their creative through a comprehensive AV strategy.
Finecast identified audiences with interests in snacks like Nutella and Cadbury using YouGov panel data, then mapped segments to 3rd party data segmentations from partners including Nectar, Acxiom, and Experian to refine the audience based on factors like snack buying habits.
This was Sweet Freedom’s first step into TV advertising, so it was important for us to put our message in front of the right audience to amplify our brand exposure. Finecast's data-driven approach played a vital role in helping us achieve this goal. The boost to our web traffic and positive uplift in brand perception, means TV will continue to have a place in our future growth strategy.
Results
Together with Sweet Freedom, Finecast developed a personalised brand outcome survey that was then conducted and evaluated by Kantar Profiles.
The campaign results for Sweet Freedom demonstrated remarkable improvements among the Exposed Group including:
- Aided Brand Awareness increased from 21% to 49% (an increase of 28PP)
- 84% of the exposed viewers are “likely” to use Sweet Freedom, compared to only 55% in the control group (an increase of 29PP)
- 47% of the exposed viewers are Sweet Freedom promotors compared to only 9% in the control group (38PP increase)
- Sweet Freedom outperformed all Food & Drink category benchmarks on key metrics
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