Kraft Heinz and Publicis Commerce achieves 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.
Kraft Heinz wanted to drive foot traffic into the Jumbo supermarket stores and create brand awareness of their new Karvan Cevitam Signature Blends flavours. The brand was launched in spring and contains four deliciously refreshing cordial flavours: lime & mint, strawberry & rhubarb, white grape & elderflower and lemon & orange blossom in a 500ml retailing at €3.49 bottle.
Our Blis Activation products; Location Targeting and Habits to Home Targeting enabled Kraft
Heinz to effectively increase purchase intent by driving relevant consumers into Jumbo stores.
- Location Targeting: Blis targeted audiences in proximity to selected Jumbo supermarket stores.
- Habits to Home Targeting: Blis targeted audiences who had visited one of the selected Jumbo locations and re-targeted them at home along with all connected devices within the entire household, to reach all decision makers.
We used three different creative sizes, (MPU, mobile banner, interstitial) with an expandable map. The main objective was to drive people into selected Jumbo stores.
Creative user journey
The creative of the unit once engaged with allowed users to either visit the eCommerce site, or visit their local store. Of the users that clicked to open the map, 7.65% of them then clicked to visit the Jumbo eCommerce site. (3.46% from the H2H Targeting and 4.19% from the Location Targeting).
Results and insights
- Store visits were tracked for 7 days post ad exposure.
- At this time, the 173,397 unique mobile devices exposed converted 1,749 users into store, resulting in a FTR of 1.01%.
Store visit rate and uplift are above the category benchmark.
CTR (Benchmark 0.30%)
Unique mobile devices
Store visits rate
Store visits uplift
Total store visits
Store visits frequency
Most devices were from the Habits to Home audiences who visited the Jumbo store within 24 hours of ad exposure. This is a good indication that many people convert quickly after seeing the ad.