Omnichannel vs. multichannel: How Danone Actimel boosted full-funnel metrics

Danone is committed to keeping the U.K.’s immune systems happy and healthy. But how can it reach its most valued customers to keep this promise? With an omnichannel strategy that combines an effective mix of connected channels. 

BUSINESS OBJECTIVE 

Strengthening brand perception and purchase intent 

Created more than 30 years ago, Danone’s Actimel has become Europe’s No. 1 dairy immune-support drink, helping to boost the gut health of countless people every day. Danone is on a mission to make Actimel synonymous with immunity — and, by doing so, encourage over 1 million households to become loyal shoppers and advocates. 

Danone typically buys inventory for multichannel ad campaigns and evaluates the results — all in a siloed fashion. Following the formation of a new team dedicated to digital transformation, Danone was keen to work with its agency, Wavemaker, and The Trade Desk to try a more holistic approach to buying media. 

SOLUTION 

Testing how an omnichannel (vs. multichannel) strategy impacts effectiveness and efficiencies 

To evaluate its media buying strategy, Danone and Wavemaker ran a campaign through our platform using an A/B test. “A” used an audience-first, integrated omnichannel approach, while “B” adopted a siloed multichannel approach. To reduce variables, both approaches drew on our extensive selection of display, audio, digital out-of-home (DOOH), and connected TV (CTV) inventory.

To better reach its ideal audience across both strategies, the team applied retail data from a few of our partners. For its omnichannel campaign, Danone leveraged the Identity Alliance household graph. This enabled the team to manage frequency across channels and devices, reduce ad wastage, reinvest savings, and attribute conversions across all channels.

To measure conversions, the team used multi-retailer measurement data. The company also used our Inferred Brand Intent solution to gain deeper insights into consumers’ changes in consideration (after they were exposed to ads for both campaigns). Using our On Device Research, the team measured brand lift metrics to gauge how well the campaigns improved brand perception and purchase intent related to immune support.

RESULTS 

Boosting full-funnel health with a shot of omnichannel

Overall, Danone’s test-and-learn campaign showed that compared to a siloed multichannel approach, adopting a connected omnichannel strategy drives incremental results across the entire marketing funnel — from increasing brand awareness and maximising conversions, to reducing time to purchase and driving stronger performance.

The results proved that using an omnichannel approach delivered stronger lifts compared to multichannel and improved the consumer experience. The team saw a 6‑point lift in brand perception and a 5‑point increase in purchase intent. Specifically, omnichannel planning drove a 7‑point lift in “association with immune support” and an 8‑point improvement in “perception: easy way to support immune system.” These outcomes demonstrate omnichannel’s ability to build a more robust brand image.

Through our internal measurement capabilities and retail data marketplace, Danone and Wavemaker were able to evaluate how each approach affected purchase intent and conversions — insight that was crucial given their goal of having over 1 million households buy its product multiple times. The team found that the omnichannel approach delivered a 1.3x higher conversion rate while reducing time to purchase by 11% (compared to a multichannel approach). Furthermore, the omnichannel campaign attracted 9% new-to-brand buyers, expanding Danone’s customer base.

By controlling ad frequency, the brand was able to reinvest their budget savings to drive incremental reach by 7%. Danone also found that the omnichannel strategy delivered a 1.3 times higher conversion rate and reduced time to purchase by 11%.

Now, the brand has adopted an always-on omnichannel strategy, allowing it to continue its efforts to make its brand synonymous with immunity and drive incremental gains.

Discover how an integrated omnichannel approach can help you drive stronger performance. Contact us or reach out to your account manager at The Trade Desk today.