The objective of the campaign was to recruit new customers into the brand by targeting relevant audiences and utilising an enticing campaign creative.
At the planning stage, we identified a drop in the number of Nectar customers shopping into the brand year-on-year and therefore, recommended focusing on lapsed, new & existing brand customers to re-engage and retain.
We also identified two key competitors that customers had been switching into, highlighting a strong target acquisition audience.
of the acquistion audience converted
total conversion rate into the brand
By measuring against a control audience, we saw a 2.4% sales uplift into the brand, directly attributable to this campaign.
With the campaign having the biggest impact on the lapsed and key competitor audiences, driving 5.9% and 4.5% sales uplift into the brand, respectively.
Enabling us to successfully achieve our campaign objective of driving customer growth.