Success Story

Building a custom audience to effectively reach cat owners who care

2 minutes read
United Kingdom
Retail
Custom audiences
Key brand metrics
2022

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70%

of exposed group are likely to purchase Royal Canin

>80%

of the exposed group had a positive emotional response to the ad

79%

of the exposed group are likely to consider Royal Canin

Background

Making nutrition cats and dogs first medicine since 1968

Royal Canin has over 50 years of experience in improving pet health through nutrition and remains on the cutting edge by collaborating with leading scientific, veterinary and behavioural experts. With a 23%* increase in UK pet ownership in 2021, there was a significant opportunity for Royal Canin to establish itself as the pet food brand of choice.

Challenge

Find cat owners who care

The brand needed to develop an effective targeting strategy to deliver its most compelling audio-visual message, to cat owners who care and understand that the cat’s diet directly impacts its health and wellbeing.

Approach

Build a custom audience of new and existing cat parents

Starting with YouGov data, Finecast identified these households and mapped them to 3rd party data segmentations from partners including Acxiom and Experian to further finesse the audience around lifestyle, life stage and affluence. Mastercard aggregated and anonymised transactional data was then overlayed to identify those areas which purchased pet food (around 40% of UK households).

By using Finecast’s custom targeting and single access point to addressable TV, we have been able to maximise our client’s budget and efficiency through the incremental reach of cat owners that care. The premium environment of TV provided Royal Canin with the most engaging platform for their creative.

Marine Heng - Media Planner, Mediacom

Results

Addressable TV achieved a variety of positive brand uplift results

Results included:

74% of the exposed group were likely to purchase Royal Canin versus only 33% of the control group.
78% of exposed viewers are likely to consider Royal Canin compared to 34.6% of the control group.

Credits: Photos by Inge Wallumrød, Sam Lion, Japheth Mast, Mike San