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CASE STUDY: launch of NPD with integrated retail media solutions

Provided by dunnhumby Ltd
Launching an FMCG product in a highly competitive market using a multi-platform retail media solution

What was the Challenge / Background of the Campaign?

Launching a new brand is hard enough. Launching into a category where your competitor has 97% market share is even tougher. Integrated planning and a strong visual identity acorss medis channels meant that Cadbury could ensure ech part of the plan dove-tailed. dunnhumby helped make sure that Cadbury's Trident gum outperformed expectations and got off to a great start. The campaign delivered significant sales uplift, generated a huge level of new trialists, and encouraged a high proportion to repeat purchase, whilst also taking share from their major competitor. Find out more...

What was the Campaign Objective?

Trident wanted to build brand awareness, encourage trial of the new product and develop long-term brand loyalty. To meet these objectives, dunnhumby identified a relevant audience to target using insight from Clubcard data. By using an integrated media solution, Trident were able to target their audience at the most relevant times when making purchasing decisions. In such a competitive market, building brand loyalty can be difficult. However, Trident achieved an amazine 39% repeat purchase rate, taking share from their major competitor.

BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kAll adults. Shoppers at Tesco.
16 - 24
25 - 34
35 - 44
Female
Male
AB
ABC1
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIAL
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