Increasing sales conversion among new & experienced gardeners
With this increased interest in gardening, Miracle-Gro, as a trusted brand but one with low brand bias, recognised the opportunity in front of them. They wanted to increase brand love and create an emotional connection with both novice and expert gardeners in order to build positive sentiment and improve conversion in an increasingly competitive category.
Using Finecast’s premium TV product, Miracle-Gro was able to reach its bespoke audience in the most impactful environment -- the big screen.
To measure this campaign’s success, Finecast worked with LiveRamp to measure the incremental value of targeting through Finecast.
We’re really pleased with the sales increases that resulted from our Finecast campaign. It’s clear that our ad landed in front of a receptive audience and that the audience was motivated to choose our brand over our competitors.
Finecast partnered with LiveRamp and Dunnhumby to understand the value of the targeted campaign. LiveRamp are able to access Tesco transaction data via Dunnhumby and use this to build out exposed vs. control groups, which are overlaid onto Finecast targeting. An analysis is then undertaken to determine the incremental sales and customers driven by exposure to Finecast’s addressable TV campaign.
The campaign was very successful with strong results across key metrics including:
- A 3.5% increase in total revenue
- More than 2% increase in total customers
- An increase of nearly 3% in the total number of units sold
- A 1.9% increase in units per transaction
The campaign enabled MiracleGro to improve conversion and drive sales uplift. It was successful at both re-engaging the existing brand customers as well as driving new customers to spend, demonstrating the power of TV with the precision of data through Finecast addressable TV.