From Abstract to Human: Redesigning Ocado's Segmentation

Client: Ocado

Havas Media Networktransformed Ocado’s growth trajectory for their Q1 2025 Brand campaign, by turning their existing abstract segmentation into a living, breathing collection of people we could communicate to in real life. Propensity modelling sat at the heart of the solution and established new segments for profiling and identified new attributes for media buying. Driving not only efficiency with +11% media ROI, but +5% uplift in value perceptions for Ocado.