SodaStream’s agency, Mindshare, partnered with GroupM Nexus and GrowthAds to align SodaStream’s upper-funnel activity with lower-funnel outcomes. They began by setting up precise tracking, using first-party signals on SodaStream’s website to measure conversions. Custom interest-based audiences focused on “health,” “family,” and “lifestyle” were created to target consumers with relevant display ads. To assess the impact of their brand advertising, SodaStream used Brand Lift Live by GrowthAds™ (BLL), a real-time solution that allows marketers to continuously optimize campaigns based on brand awareness and consideration metrics. For performance advertising, SodaStream expanded their reach by activating the campaign in cookieless environments. The campaign’s impact was further enhanced through an industry-first collaboration, enabling addressable creative via GroupM Nexus’ dynamic creative optimization (DCO) technology and creative production capabilities.