CASE STUDY: Yahoo! and Tetley find the perfect blend
Provided by Yahoo!
Tetley partnered with Yahoo! to drive sales of their tea range and improve brand awareness.
What was the Challenge / Background of the Campaign?
Measuring the impact of online advertising on offline sales has been an ongoing challenge for FMCG marketers. So Yahoo! found a solution and FMCG brands like Tetley are reaping the benefits. Yahoo! Consumer Connect has a proven record of driving offline sales for FMCG advertisers. As of January 2012, Tetley launched it's own two-month Consumer Connect campaign on Yahoo!.
What was the Campaign Objective?
Tetley primarily aimed to drive sales and deliver a strong ROI. The tea giants also wanted to engage consumers and successfully increase the awareness and consumption of it's full product range, especially in the health category including green, fruit infusions, redbush and white teas. Tetley also wanted to move closer to its goal of becoming the most loved tea brand in the UK. To maximise the overall impact of the campaign we ensured that there were strong links between campaign creative on Yahoo! and product packaging in-store.
What was the Solution?
Using our Yahoo! Consumer Connect panel of joint Yahoo! users and Necter card holders, we identified target audience segments whose purchase behaviour indicated that they were likely to be looking to purchase tea during the campaign period or soon after. We then created a look-alike model which was used to scale the reach of the campaign, and targeted the Tetley campaign advertising to this audience of 5.5 million unique users across Yahoo!.
What were the Results?
Tetley saw an increase in its market share as well as a boost in the market penetration of its products. The Yahoo! Consumer Connect campaign generated £3.75 for every £1 spent (excluding modelling costs) on media. The campaign delivered an 81% uplift in sales for the green tea variant per household and a 30% uplift for the total Tetley brand. 21 million page impressions. The campaign reached 5.5m unique users and 4.6m unique households. Tetley also achieved a 43% increase in household market penetration in the post-campaign period and a 30% increase in incremental sales.
What were the Key Learnings of this Campaign?
Yahoo! Consumer Connect's unique model of targeting based on offline purchase behaviour delivers proven results. As an advertising solution, it allowed Tetley to reach highly qualified consumers at maximum scale, develop a deeper understanding of its target
audience and measure the value and return on investment of its online advertising.