Case studies · Retail · FMCG brand

Ads remembered
by brand.

A major FMCG brand was launching a new flavor line. Performance metrics are secondary here — awareness and purchase intent on the next shopping trip decide the outcome. We built the campaign for brand lift and measured results with an independent study.

Retail · FMCG brand · 10 weeks

CTV reach + video sequencing.

We split the spot into three parts: 15 seconds to introduce the flavor, 10 seconds for a reason to try it, 6 seconds as a purchase trigger. The same user saw them in order on Smart TV and in digital video. An independent brand-lift study showed a 14 pp rise in aided awareness and a 31% rise in purchase intent.

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Brand lift
+31%
purchase intent
Aided awareness
+14 pp
vs control group
3+ reach
11.4M
unique viewers
What we did

A story across three touchpoints.

01

Target reach

We defined the core: women 25–44 who visit chain retail 2+ times a week. Calculated required effective reach using Ostrow's model — 3+ contacts for a new SKU.

02

Sequencing

We split the message into three spots. The algorithm showed them to each user in order, skipping those who had already seen the previous step.

03

CTV + digital video

70% of the budget went to Smart TV and OTT for contact quality. 30% went to digital video to reach younger audiences who watch less TV.

04

Independent measurement

An outside research firm ran the brand-lift study: test and control groups, a survey 7 days after contact. Results were cross-checked against retail-panel data.

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