A confection manufacturer had historically leveraged general lifestyle and interest-based audiences in its social media campaigns due to the wide, distinctive reach of its various brands. The company wanted to understand the impact of using purchase-based data within its audiences, without abandoning its lifestyle-focused strategic approach to targeting.
The manufacturer wanted to test this approach through individual social media campaigns across four non-chocolate brands within its portfolio. It sought to develop a variety of mutually exclusive lifestyle audiences for each brand, built from demographic, contextual and purchase-based (PBT) datasets. This approach would then be measured against historical campaigns that had used non-purchase-based lifestyle data to gauge its effectiveness.
The company used purchase data to identify households exhibiting relevant cross-store buying behaviors during their regular shopping trips. This ensured maximum precision in creating audiences that targeted those living specific defined lifestyles.
To inform in-flight optimization decisions across each brand, IRI Lift measured at the individual household level to understand the uplift of each audience cohort. The client used this data to shift more impressions to the audience groups most successfully driving its top two KPIs — sales and household penetration.
The social media campaigns using IRI Lifestyle Audiences built from 100% deterministic purchase data achieved 50% higher sales per household than the company’s historical campaigns built from non-purchase data.
In one example, a "back to school" audience of households who buy items commonly packed in school lunches performed better than an audience of users identified on social media as “interested in back to school” or identified using contextual data.
For the four brands, purchase-based IRI Lifestyle Audience also drove new and existing brand buyers to buy the brand, increasing household penetration more effectively than contextual and interest-based lifestyle audiences. Audiences for category and brand buyers built from 100% deterministic purchase data were the strongest drivers of increased trips.
Early IRI Lift campaign studies produced results within four weeks showing an average sales lift of 2.6% using purchase-based data versus the previous approach using non-purchase data.
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