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My favorite flavor of Actel, 100% strawberry.

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Oh, definitely strawberry

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Through its range of fruit flavors.

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Danon is on a mission to strengthen the perception

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of its yogurt, drink brand actel,

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and encourage over a million households

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to become loyal shoppers.

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For that, it wanted

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to rethink its multichannel approach to buying media.

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When you're measuring everything in silo,

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it's difficult to get that full picture

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And instead explore the power

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of a connected omnichannel strategy.

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To do so. Danon and its agency Wavemaker pitch the two

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strategies against each other,

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running a rigorous AB test on the trade desk's platform

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to reach their most relevant audiences

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across both strategies.

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The team applied data from our retail partners.

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Retail data is really powerful.

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It helps us to identify our most valuable audiences.

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They can be our own customers,

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but equally competitor shoppers that we're trying to switch,

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uh, to buy Actel

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For the omnichannel approach.

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The team connected audiences using Identity Alliance.

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This enabled them to enhance, reach, holistically,

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manage frequency and measurement,

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and ultimately give their audience a better ad experience

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across every channel.

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So how did the omnichannel strategy perform?

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Omnichannel delivered higher brand awareness,

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significantly higher purchase intent,

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and a much lower cost per conversion.

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We saw uplift in core brand perceptions specifically

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around the statement that Act Mar supports my immunity.

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By controlling ad frequency, the brand was able

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to reinvest their budget savings

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to drive incremental reach by 7%.

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Danon also found that the omnichannel strategy delivered a

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1.3 times higher conversion rate

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and reduced time to purchase by 11%.

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What we can infer from this is just

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that the consumer experience is

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so much better than the multichannel

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Approach. So we now have

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a new set of benchmarks

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for Actel across the entire purchase funnel.

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The big opportunity now for Danone is to scale this,

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and I'm really quite excited about how we can take this

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to other brands across the Danone portfolio.