Finecast drives spend uplift via precision data targeting
Committed to baking authentic New York style bagels for the UK market.
The New York Bakery Co. (NYBCo.) is a UK business committed to baking authentic New York style bagels for the UK market. NYBCo. are constantly looking for new ways to reach their target audience and bring new consumers into the brand or increase brand consideration within current consumer’ repertoires. They are keento innovate and test media first solutions in order to generate positive impact on brand consideration and sales. When Finecast made Nectar data available for targeting and measurement, NYBCo. became the launch partner and took advantage of this media first opportunity.
Driving incremental sales
NYBCo.’s challenge was driving incremental sales in a highly competitive bakery and morning goods supermarket aisle. They wanted to understand if bespokeNectar and YouGov targeting in an addressable TV environment would deliver a revenue uplift.
Build fully bespoke audience segments for NYBCo's audience
The new precision TV data capability, planned and activated through Finecast, allowed NYBCo. to access specific qualifying criteria for 18-44 parents with kids in the household, alongside a bespokeNectar segment.A Nectar audience is based on transactional data collected from the Nectar loyalty scheme; the largest in the UK, boasting a panel of 5 million customers. Each transaction is attributed to an opted-in Nectar cardholder, which captures point of sale information both in-store and online.
Finecast’s partnership with Nectar not only provided us with the opportunity to identify & reach our customers in high quality, broadcast environments, but also to test & learn and evaluate its impact on actual sales. The results were very strong, proving that such targeted comms activations work incredibly well for the New York Bakery Co. brand.
The campaign was effective at driving both new customer acquisition as well as existing customer retention.
The campaign was successful at driving sales to the New York Bakery brand, seeing a 1.4% total spend uplift. This is equivalent to a campaign return on ad spend (ROAS) of 152%. This was primarily driven by a 1.3% lift in brand customers in the exposed regions. Spend per customer appeared to be driven by higher unit cost, showing that exposed customers were more likely (vs the control group) to buy when the product wasn’t on promotion.