The challenge
Drive incremental sales
A CPG beverage company wanted to leverage advanced targeting on linear TV to drive sales of a popular water brand.
The insight
Audience targeting influences CPG buys
One Platform DDL’s strong performance indicates an opportunity for more CPG brands to use audience-based planning for their linear campaigns.
The solution
Target beverage consumers via national TV
We partnered with the client to run a One Platform DDL national TV campaign optimized across our portfolio to reach a custom NCS “Beverage Brand” consumer target instead of a traditional Nielsen demo. The Advanced TV Targeting campaign ran across 6 networks: Bravo, CNBC, E!, GOLF, NBC and USA.
The results
We commissioned a custom NCS study to compare the impact of One Platform DDL exposure and non-NBCU exposure on driving sales of the advertised brand.
Sales impact
from One Platform DDL exposure
One Platform DDL exposed incremental sales contribution
from flavored product
from original product
from previous brand buyers
from new brand buyers
