The message must reach the right audience in EMEA. Circana began with a thorough pre-campaign analysis, examining EMEA sellout data in the "Frozen Appetizers" segment. This analysis identified various areas of opportunity, defense, and inefficiency in the market. Using this information, they pinpointed potentially high-performing geographic areas for McCain products. Alongside the geographic approach, various data levers, socio-demographics, interests, content, and keywords were combined to construct an advanced segmentation, considering privacy restrictions for EMEA countries. This helped McCain reach the right audience at the right time, minimizing waste and maximizing the effectiveness of advertising efforts.

Data isn't enough without the right message. To further strengthen the strategy, Vidoomy played a crucial role in optimizing campaign assets. Innovative and highly engaging advertising formats were created from the available assets. These new formats allowed the campaign to stand out in the saturated arena of digital advertising, capturing the audience's attention and increasing the overall effectiveness of communication.

Measurement is increasingly important. The real innovation was the ability to measure the campaign's impact on in-store sales. Thanks to the collaboration with Circana, it was possible to track the consumer's journey from ad viewing to product purchase at the point of sale. The combination of targeting, context, and creativity not only generated a significant increaseinmedia KPIs, but also led to a tangible increase in in-store sales.