PIBs vs. BPDs (Bottles Per Day): Delivering outcomes-driven TV at scale

Hearts & Science

Yakult and Hearts faced a major challenge in 2021: grow penetration and sales in a declining category.

Using Sky set top box viewership data and Dunhumby Tesco clubcard data, we supercharged our TV buying approach for Yakult, analysing the effect on sales of each individual spot that aired. Optimisations across dayparts, genres, regions and more allowed us to drive an incredible 43.8% uplift in sales which equated to an additional 51.7% in revenue over January – April 2021. This was all achieved despite a 35% reduction in TV budget vs our test campaign, no change in creative and no in-store promotional support.