Nescafé Dolce Gusto leverages sequential targeting

Goals

• Execute a complex sequential display campaign to increase spontaneous awareness of Dolce Gusto to support sales goals for coffee makers.

Approach

• Create audience segments in line with engagement of creative assets to allow for true sequential targeting in media buys
• Create audience segments in relation to all media buys
• Analyze the performance and delivery of audience segments and media buys

Results

• A targeted campaign with complex sequential messaging which met the 70% viewability target
• Audience validation of programmatic and direct media buys allow us to optimize in real-time and hold publishers accountable on agreed targeting
• A saving of 7% decrease in media spent on data YOY which was then re-invested into media