Leading brands from the Welsh Food and Drink Sector sought to increase & raise consumer awareness in three main areas – Wales, London and the Northwest. We delivered the campaign using highly targeted, measurable omnichannel media planning and technology based on attitudes and behaviours – the digital display campaign achieved 20% over delivery, with a total of 32m impressions and a 30% increase in web traffic from the Seenthis display.
Digital Audio achieved 15% over delivery; site traffic through to the e-commerce pages saw 12% uplift, with creative design having 70% click through in English and 30% in Welsh.
To raise consumerawareness for individual Welsh food and drink brands across Wales and the UKand gain maximum impact for budget by effectively reaching target audiencesbased on attitudes and behaviours.
For each brand weproduced an individual omnichannel media plan, resourced, and robustlyexecuted, depending on their individual marketing objectives. The plans identified and differentiatedeach of the individual brand’s audience from one another, and we builtindividual audience personas, whilst creating mass reach and frequency toincrease awareness.
Once we identified the target audienceinformation, this was translated into the media landscape to identify whatchannels the target audience indexes with. The campaign ran across multiple communication channels including, Out of Homeadvertising, TV, VOD, digital display, social and digital audio.