Finecast utilises first-party data & shoppable ads to drive incremental sales
Driving incremental spend amongst existing customers
Harnessing the power of first-party data
Across the campaign, different creatives and formats were utliised, including new creative technology of QR codes, embedded within the ads to drive engagement and action. The QR code took customers directly to the Boots website, and scan-throughs were monitored by QR code generator platform, Flowcode.
We’ve enjoyed the success of our previous addressable TV campaigns with Finecast and were excited to innovate with this new approach harnessing the power of our first-party data and the valuable insights from Boots Advantage Card purchase activity, as well as trial shoppable ads.
The campaign was very effective in enabling Boots to grow spend among both existing and lapsed customers
To evaluate campaign effectiveness, Finecast employed two measurement studies. The first worked with LiveRamp to tie campaign exposure data to Boots first-party sales data by comparing exposed vs. unexposed customers and matching that information to Boots’ Advantage Card transactional data. The second was a Brand Uplift Study powered by Kantar Profiles, using a control vs. exposed methodology to measure the campaign’s impact on key brand metrics.
The LiveRamp study demonstrated a significant sales uplift in the exposed vs. unexposed control regions in incremental online spending.
The brand uplift study demonstrated:
- 59% of respondents took an action after seeing the ad including 25% visited the store, 22% made purchases and 35% searched for more information online
- 61% of the exposed viewers are “likely” to purchase from Boots compared to 42% in the control group
- 34% of exposed viewers are Boots promoters versus 22% in the control group