Ferrero Rocher Ice Cream activates retail data across online video, boosting brand consideration by 25%
“Activating REWE online shopper data with The Trade Desk enabled us to reach more of the right people – especially our Rocher brand lovers, as well as ice cream and pralines shoppers, without needing to increase our media spending. Plus, we were able to significantly increase important brand metrics like ad recall, brand familiarity, and consideration. We’re excited to build on this success in future campaigns.”
Annette Calandrini
Senior Media Manager, Ferrero Deutschland
Building brand awareness at scale with online video and connected TV
As one of Germany’s more prolific advertisers, leading chocolate and confectionary producer Ferrero Rocher values efficient, effective media.
So when it wanted to build brand awareness for Ferrero Rocher Ice Cream, it worked with its agency, dentsu X, to devise a strategy that would reach more of the right people. Its agency planned on a programmatic approach to reach consumers across multiple devices using connected TV (CTV) and online video (OLV) on The Trade Desk’s demand-side platform.
Boosting reach and campaign efficiency with retail data and frequency capping
Ferrero used our platform to run its campaign programmatically and tap in to our marketplace of OLV inventory, including premium CTV, mobile, desktop, and tablet.
Teaming up with us allowed Ferrero to take advantage of our retail data partnership with REWE, a German retailer leading in innovations. As part of its broader omnichannel video campaign, Ferrero used the supermarket chain’s online shopper data segments to target new potential customers across devices at scale.
Using our frequency controls enabled Ferrero to reduce cross-publisher and cross-device overexposure to the ads and in turn, almost halve its budgeted media spend. By reinvesting these savings back into the campaign, Ferrero reached more than 475,000 additional households – a 50% increase in unique household reach, based on shopper segments.
To measure the campaign’s effectiveness in boosting awareness, Ferrero ran a brand lift study with our partner Happydemics. The study revealed that the campaign improved brand image by 33%, brand familiarity by 21%, and consideration by 25%. It also revealed an ad recall lift of 15%, propelling Ferrero into the top 5% of Happydemics’ global benchmark results.
Ferrero and dentsu X plan to build off this success by continuing to develop a CTV and OLV strategy with us to help drive reach not seen on linear TV while also tapping in to retail data to build awareness for more of its brands.
Discover how CTV and OLV coupled with retail data can help you reach incremental audiences and help improve brand effectiveness. Contact us or speak with your account manager at The Trade Desk today.