Finecast’s innovative targeting delivers strong results for Crosta & Mollica
Deliciously simple, authentic, Italian food
In a competitive category that offers multiple premium brands for the same usage occasions, Crosta & Mollica's product range has cut through to bring the best of Italian food to kitchens and tables everywhere.
Scale their media strategy
Whilst Crosta & Mollica’s distribution scaled, their media strategy needed to keep pace. It required an approach that would return appreciable benefit to both long-term brand metrics and short-term sales. New to TV, their beautiful creative focused on communicating the brand values, provenance and showcased a product line-up. They needed a solution that could deliver the power of TV, with the precision of data-driven digital targeting.
Build bespoke audience segments to reach Crosta & Mollica's target market
Using Finecast’s sophisticated targeting capabilities and the Finecast All Screen product, Crosta & Mollica were able to utilise fully bespoke audience segments that represented the brand mindful cook, foodie family, modern explorer and moment maker segments.These identified audiences were further distilled through a drive/delivery radius of stocked retailers. In order to capture the campaign’s effectiveness, a sales uplift solution in partnership with Nectar and LiveRamp provided a closed-loop measurement of the incremental sales generated through the Finecast campaign.
We saw an immediate effect to our MoM sales during the campaign launch. As broader awareness within our target audience grew over time, we enjoyed a compounding lift in sales that endured beyond campaign close. Validating TV’s strength in Adstock.
The campaign was very effective inenabling Crosta & Mollica to reach their target audiences, leading to increased sales and customers.
Key findings included: The campaign drove a 6.6% incremental sales lift for the Crosta & Mollica products featured in the ad; this is considerably higher than the LiveRamp CPG average sales lift of 3% It also drove a 3.2% incremental sales lift at a Brand level, largely due to a 2.8% customer lift.