Vileda cleans up with retail data-led measurement, lifts sales by 15.6%

BUSINESS OBJECTIVE 

Overcoming retail data and measurement gaps

In a dynamic and competitive retail environment, household cleaning brand Vileda wanted to reinforce consumer preference for its best-selling Easy Wring & Clean Mop in Australia. The brand sought an approach that could both elevate awareness and translate that momentum into clear, measurable sales results. 

To achieve this, Vileda realised the need for a more data-driven, full-funnel strategy — one that could connect media investment more directly to performance at the point of sale. Collaborating with its agency, Starcom, Vileda developed a strategy centred on using retailers’ sales data to reach the right audiences and accurately measure the impact of its media on in-store sales. 

The team turned to The Trade Desk to help execute an omnichannel campaign powered by retail data, advanced optimisation, and measurement tools. 

SOLUTION 

Measuring sales impact across retailers

It was Vileda’s first fully omnichannel campaign using our platform, which combined a premium selection of media channels — display, video, and digital out-of-home (DOOH) — to drive reach, visibility, and conversions. 

With retail data at the core of the campaign strategy, the team set out to engage key audience segments — including active, lapsed, and new purchasers of household cleaning supplies — using a combination of first- and third-party data. 

The brand’s website visitors were used as a seed to create high-quality lookalike audiences of consumers in New South Wales, Victoria, and Queensland. 

To reinforce messaging across channels, consumers exposed to DOOH ads were subsequently retargeted with display advertising. By using The Trade Desk household graph and Quality Reach Index, the team ensured ads reached high-quality audiences while effectively managing frequency. 

Measuring campaign impact was critical for the brand. Vileda leveraged Circana’s retail measurement solution — developed in partnership with The Trade Desk — to connect media exposure to sales outcomes. The solution combined verified sales data from a major retailer with six months of historical modelling, enabling the team to estimate incremental sales uplift across additional retailers where direct data was unavailable. As a result, Vileda was able to link omnichannel media exposure to verified incremental sales across the household cleaning category, spanning both hardware and grocery retailers.

RESULTS 

Driving strong sales uplift across the category

Vileda’s campaign delivered strong, measurable performance, achieving a 15.6% sales uplift during the campaign flight. Notably, Circana’s measurement showed that the brand’s advertising drove growth not only for the Easy Wring and Clean Mop, but across Vileda’s broader product portfolio and the wider household cleaning category. 

These results were achieved with high efficiency. The campaign delivered a 180% higher return on ad spend (ROAS) than the category benchmark. 

Using our advanced frequency management controls, Vileda was able to achieve 29% more reach with the same budget. 

Our data tools also provided valuable insights that the brand can utilise to enhance future campaigns. For instance, using a lookalike audience and third-party data related to household appliance purchases delivered the highest volume of impressions, while retargeting users exposed via DOOH proved most effective at driving website visits. 

Overall, the campaign demonstrates the value of using a data-driven, omnichannel strategy to enhance real-world outcomes. Despite facing challenges due to a lack of access to retail data, the campaign surpassed expectations by effectively demonstrating a strong, measurable link between the brand’s advertising and sales results.

Discover how retail data and advanced measurement tools can help you improve the sales impact of your advertising. Contact us or reach out to your account manager at The Trade Desk today.