Kraft Heinz and Publicis Commerce achieve media first in The Netherlands with a 77% increase (vs control) in store visits using Blis’ new Habits to Home Targeting
Blis’ new product launched in response to COVID-19 to help advertisers deliver personalised ads to entire households at scale
Amsterdam, 06 October 2020 – Kraft Heinz is the first company in the Netherlands to deploy the new Habits to Home Targeting product from Blis, the location-driven advertising and analytics partner. The activation resulted in approximately 1,000 incremental supermarket visits over two weeks and an uplift of 77.19%, more than double the FMCG benchmark. The successful campaign generated a significant uplift in store visits to Jumbo supermarkets and the Jumbo ecommerce site for the introduction of Karvan Cévitam Signature Blends during the COVID-19 crisis. The Signature Blends line was successfully launched on the Dutch market earlier this year and contains four flavors: lime & mint, rhubarb & strawberry, white grape & four blossom and lemon & orange blossom.
In collaboration with Deli Bom, Senior Strategy & Commerce Consultant at Publicis Commerce, Blis used Habits to Home Targeting to reach audiences that had visited one of the selected Jumbo locations. These audiences and their entire households were then re-targeted when they were at home, ensuring the campaign reached all decision makers. Speaking on the partnership Deli Bom said, “Brands often brief us with the campaign objective to increase sales. When it’s not possible to receive the sales data of the independent stores, foot traffic to store is the best way to measure the success of campaigns such as these. COVID-19 allowed us to reach people digitally around the Jumbo supermarkets. The Habits to Home Targeting has helped to convey the right message to these Jumbo shoppers. ”
Ruud van Heijst, Senior Brand Manager Drinks at Kraft Heinz added, “In a time when consumers are visiting supermarkets less frequently, Blis’ Habits to Home Targeting provides an innovative solution to create awareness and generate trials of our Karvan Cévitam Signature Blends. We are also enthusiastic that we’re having such a positive impact on our retail partners, such as Jumbo in this case.”
Habits to Home Targeting was created to help brands adapt their advertising for a ‘stay at home’ COVID-19 world. In line with GDPR, the new product combines Blis’ accurate historical audience targeting data, largely from pre-COVID consumer behaviours, with a new proprietary technology designed to identify and reach entire households at scale. At a time when fewer purchase decisions are being made outside the home, shared habits can influence preferences and buying behaviours.
Lucas Noordhoorn, Head of Sales for Blis in The Netherlands added, “We’ve seen huge changes in how consumers behave. Brands like Karvan Cévitam have had to act fast and adapt their media strategy to reach their consumers where they are. Habits to Home was designed to specifically address this challenge while keeping in line with current privacy legislation. This campaign was a perfect opportunity for us to work together, creating an industry first and generating fantastic results.”
