Fuze Tea launched an offsite campaign to promote its 2+1 offer, aiming to increase visibility for the brand’s diverse range of flavors. The campaign was executed across the websites of DPG media, reaching a broad audience and driving consumer engagement.
Objectives:
The primary objectives of the campaign were to increase brand awareness, boost consumer trial of different Fuze Tea flavors, and drive sales through the attractive 2+1 promotion.
Fuze tea chose to communicate about their promo with offsite display advertising, using Delhaize's first-party data to target highly relevant audiences matched through Infosum on DPG websites with precision. This approach enabled Fuze Tea to reach potential customers beyond the Delhaize website, increasing visibility and encouraging more purchases.
Performance/Media KPI's
- CTR: The campaign achieved a 0.16% click-through rate, reflecting solid user engagement.
- Viewability: With a 93% viewability rate, the ads outperformed the market benchmark of 70%, ensuring strong visibility.
Sales KPI's
- Offline
- +25.05% uplift on the promoted product versus the before period of the activation (=8 weeks before)
- +40.46% sales growth for the entire Fuze Tea brand
- Category share index of 18% : Fuze tea market share within the category during this activation was 18%, while the category only evolved with 5.97%, so it’s clearly Fuze tea which drove the performance within the category.
Online
- The campaign drove a 1.51% sales uplift at the brand level
- Category share index of 11% :Fuze Tea increased its market share within the category, even though the category itself is in decline. It was the key driver within the category.
Conversion
Brand awareness
Trial