2019 Best use of data for audience buying

However you do Christmas, you’re welcome at Tesco – L.A.D Data Strategy
Tesco

Christmas is a peak season for the retail industry but in 2018, retailers were facing a tough challenge, with low levels of consumer confidence due to political and economic uncertainty. They also had to contend with the fact that many people change where they buy their groceries at Christmas, swayed by competitors’ offers.

Tesco devised a data strategy made up of three key factors, aimed at preventing the supermarket’s shoppers from ‘trading out’. These were location, audience and dynamic, known as L.A.D.

This strategy was used across paid and owned media channels including out of home, display/video, social and email, with the aim of delivering on the campaign promise that ‘however you do Christmas, everyone’s welcome at Tesco’.

For location Tesco’s largest stores were segmented by their three main competitor groups: discounters, the ‘big four’ or premium supermarkets. For audience, past sales data was used to match the right product to the right person in the run up to and during the Christmas period. For the dynamic part, a dynamic digital feed meant offers could be updated in real-time. 

Tesco announced its best Christmas results since 2009, with improvements across purchase consideration, favourability and recommendation. 

Silver 
Spotify and Havas
O2 Discover Live - O2

Mobile provider O2 wanted to make people feel more alive and strengthen its association with ‘unforgettable experiences’. It used the medium of live music, with Spotify and Havas teaming up to create the O2 Discover Live tool, the first platform to connect Spotify users with the most relevant live gigs happening locally. It identified their favourite tracks and
Artists and their location and then combined these insights with a Ticketmaster API. The resulting data generated a curated personalised list of local gigs. There were healthy uplifts in spontaneous ad recall and unaided brand awareness. Over half of those exposed to the campaign said that O2 helps them experience live music.

Bronze
Zenith
From walled gardens and siloes…to a single customer view - NatWest

NatWest wanted to sell loans to its own customers only. It partnered with Facebook to create a single digital targeting and measurement platform aimed solely at Natwest customers. Data enabled the brand to layer in customer product holdings to isolate people with a strong relationship with the bank, as well as offer personalised creative. RBS, NatWest’s parent company, became the first advertiser in the UK to leverage Facebook Attribution technology. This allowed NatWest to track all impressions, clicks and conversions across affiliates, PPC, display and social. The campaign resulted in a significant increase in reach and sales.

Finalists 

MediaCom: SkySports Premier League: We’re fans too - Sky Sports
OMD UK: McDonald’s ODMP - McDonald’s
Goodstuff and Global: Landing London’s property hotspots - Habito

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