Campaign background
Campaign Objectives
Asda used a grocery-led message to drive incremental sales (online grocery orders, in-store Scan & Go purchases, as well as George orders) from existing and new customers.
Planet V's Solution
Planet V's Data Match solution gave Asda the perfect opportunity to use their first-party customer data to inform the planning, targeting and measurement of their VOD campaign to maximise its effectiveness.
Targeting
An overall target audience communicating the grocery-led message to existing Asda shoppers and potential highly relevant new customers.
Measuring the impact
ASDA utilised ITV’s Activate measurement solution to analyse uplift in customer actions (in this instance purchase) following ITV Hub ad exposure.
Ad-exposed uplifts are measured alongside a similarly-profiled non-exposed control group.
Results
Sales Conversions
40% uplift in conversions from New and Existing customers when exposed to the campaign
Lookalike Uplift
23% uplift in customer sales for Lookalikes when exposed to the campaign
Return on Ad Spend
£2.36 incremental return on ad spend per £1 spent across Existing and New Customers
