Nescafé Sugar Free boosts awareness 11% with programmatic streaming ads
Nestlé Philippines, in collaboration with WPP Media and Magnite, achieved an 11% brand awareness uplift and 97% brand consideration for Nescafé Sugar Free using programmatic video ads targeting streaming platforms like WeTV and Spotify. The campaign leveraged genre-targeted pause ads and audience data from Lotame to precisely reach health-conscious consumers in a fragmented media landscape. This case study highlights the successful application of ad tech innovation for brand uplift and sales growth in Southeast Asia.
Key Takeaways
- Nescafé Sugar Free campaign led to an 11% uplift in brand awareness and 97% brand consideration.
- Programmatic genre-targeted pause ads on WeTV, alongside Spotify audio ads, were key channels.
- Audience data from Lotame and Magnite's platform enabled precise targeting of health-conscious consumers.
- The campaign also resulted in a 19% imagery boost and proven sales growth.
Why It Matters
This case study demonstrates how precise programmatic advertising on streaming platforms can drive significant brand uplift and sales, even in highly competitive markets with fragmented audiences. Brands are increasingly moving beyond broad targeting to use granular audience data and contextual signals to connect with consumers. The success using genre-targeted pause ads on WeTV indicates new ad formats are gaining traction. Watch for similar campaigns adopting tailored ad creative within premium streaming environments to enhance consumer engagement and deliver measurable ROI.
Read full article at marketing-interactive.com
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