lion yoplait case study v2 yoplait brand challenge to position the brand as the best tasting...
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YOPLAIT BRAND CHALLENGE
To position the brand as the best tasting everyday yoghurt, driving sales in an increasingly competitive market.
A WORLD OF UNMISSABLE SOLUTION
With a clear idea of the business problem at hand, LION and oOh! partnered across a targeting strategy powered by Quantium transactional data and designed to
identify and reach the right audience, at the right locations, to drive e�ciency and e�ectiveness.
The campaign ran across oOh!’s RETAIL network nationally.
IDENTIFYING THE RIGHT AUDIENCE
Yoplait’s strategy was to engage those already buying in the category, to promote the brand and drive switching behavior.
Traditionally this would have involved targeting Main Grocery Buyers.
Through oOh! Powered by Quantium, Yoplait were able to identify those who have made a purchase in the Yoghurt category in the past 12mths, representing a more targeted
approach based on actual category behaviour.
Identifying actual Yoghurt buyers opened up the potential to reach an incremental 2.8M buyers who would not have been targeted using a traditional MGB target audience
To find out more, visit oohmedia.com.au/world-unmissable
Source: oOh! Powered by Quantium, All Yoghurt Buyers Q.Segment and MGB Audience Potentials, National, 2017
Yoghurt Buyers 15.1M MGB’s
19% (2.8M) of Yoghurt Buyers are not MGB’s
11% (1.6M) of MGB’s are not within segment
ADDITIONAL OPPORTUNITY = 2.8M BUYERS
REDUCING WASTE & INCREASING BEHAVIOUR
oOh! Powered by Quantium matches the purchase behavior of 14million Australians to oOh! locations nationally, delivering targeted solutions to advertisers
optimized by audience segment.
Utilising this capability, the outcome for Yoplait was an optimized campaign that put the brand in front of more consumers who were more likely to purchase yoghurt.
The oOh! Powered by Quantium campaign recommended a higher proportion of Regional and QLD locations to optimise reach and target Yoghurt buyers across locations
in proximity to supermarkets and beyond.