Success Story
Precision targeting generates incremental sales for a perennial holiday favourite
3.3%
Uplift in sales vs. control
c£350k
Incremental sales revenue
2.8%
Uplift in customers vs. control
Challenge
With surging interest and competition in the chocolate orange category, Terry's Chocolate Orange (TCO) wanted to defend its share of voice and protect its equity as the original chocolate orange brand.
During a challenging Q4, with the World Cup increasing TV prices, TCO turned to Finecast to generate incremental reach, drive awareness, and increase purchase consideration.
Approach
Terry's Chocolate Orange worked with Finecast to build a custom audience.
Finecast built this audience using data from a variety of partners including YouGov to identify households with children, 3rd party data segmentations from leading providers Experian and Axciom, anonymised and aggregated data from Mastercard, and purchase data from Nectar to identify families that are seasonal gift-givers and chocolate purchasers from Sainsbury's.
Our addressable TV campaign reached a targeted and receptive audience during the crowded Q4 period. It also gave us valuable measurement data that will help us plan future campaigns.
Results
With partner LiveRamp, Finecast securely created a robust control vs. exposed sales uplift study using Tesco Clubcard sales data.
The campaign performed strongly in terms of both sales and customer lift across the campaign measurement period.
- Sales uplift was +3.3% vs. control. This equates to c£350k in incremental revenue across the measurement period.
- This spend uplift was driven by a customer uplift of +2.83%, equating to an incremental c. 121k customers purchasing the brand during the measurement period.
- Terry’s strongly outperformed the chocolate aisle in terms of relative spend and customers during the campaign period.
- Share of aisle peaked at around 8% during the campaign period.
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