Sign up to save your podcasts
Or
Share Something to crow about: Inghams bets the farm on data-led Out-of-Home targeting and watched its chickens take off; 30% sales boost, 72% from new buyers
Share to email
Share to Facebook
Share to X
Share to email
Share to Facebook
Share to X
Or
Something to crow about: Inghams bets the farm on data-led Out-of-Home targeting and watched its chickens take off; 30% sales boost, 72% from new buyers
Inghams literally put all of its eggs in one basket with Out-of-Home, exclusively using oOh!Media’s network of retail and street screens to launch ‘The Free Ranger’ chicken – and hit pay dirt. It was a big call. But using Quantium data to target free-range humans, it delivered a 30 per cent increase in The Free Ranger buyers – 72 per cent of whom were new to the brand. “They had not tasted it, they had not seen it, they had not heard of it. That’s the killer number,” Brandt said. “That’s extraordinary.” Bohemia CEO Brett Dawson says it’s now taking a data strategy from other channels and testing it with OOH. “And we’ve got the results… It’s real focus for effect. It’s quite new in the outdoor sector.” Bel Harper, Group Director of Product Strategy for oOh!Media, said the market is now starting to move – reporting a shift away from number of screens to proximity and volume to the store.
See omnystudio.com/listener for privacy information.
See omnystudio.com/listener for privacy information.
View all episodes
By Mi3 & iHeart Podcasts AustraliaInghams literally put all of its eggs in one basket with Out-of-Home, exclusively using oOh!Media’s network of retail and street screens to launch ‘The Free Ranger’ chicken – and hit pay dirt. It was a big call. But using Quantium data to target free-range humans, it delivered a 30 per cent increase in The Free Ranger buyers – 72 per cent of whom were new to the brand. “They had not tasted it, they had not seen it, they had not heard of it. That’s the killer number,” Brandt said. “That’s extraordinary.” Bohemia CEO Brett Dawson says it’s now taking a data strategy from other channels and testing it with OOH. “And we’ve got the results… It’s real focus for effect. It’s quite new in the outdoor sector.” Bel Harper, Group Director of Product Strategy for oOh!Media, said the market is now starting to move – reporting a shift away from number of screens to proximity and volume to the store.
See omnystudio.com/listener for privacy information.
See omnystudio.com/listener for privacy information.
More shows like Mi3 Audio Edition
View all
Football Daily
1,024 Listeners
Azeem Azhar's Exponential View
613 Listeners
The Diary Of A CEO with Steven Bartlett
8,459 Listeners
If You're Listening
303 Listeners
Squiz Today
48 Listeners
Mumbrellacast
1 Listeners
Nudge
177 Listeners
Full Story
164 Listeners
In Clear Focus
10 Listeners
Uncensored CMO
45 Listeners
FEAR & GREED | Business News
12 Listeners
The Next Wave - AI and The Future of Technology
55 Listeners
Chanticleer
19 Listeners
The Fin
18 Listeners
The Rest Is Politics: US
2,153 Listeners