Co-op's CTV Campaign Engages Community-Focused Customers
"GrowthAds' CTV transformed how we measure brand impact in real time. The ability to receive immediate feedback on campaigns is a major advantage of connected TV over traditional linear TV. Co-op was pleased with the brand recall survey results. CTV also offers incrementality, which is crucial given TV inflation. Through CTV, Co-op achieved broad reach, effective frequency, and a valuable boost in brand awareness."
15%
Co-op: One of the World's Largest Consumer Co-operatives, Owned by Millions of UK Consumers
Industry
Retail
Product
BLL, CTV, GrowthAds Advertising Platform
Challenge
Co-op aimed to boost brand awareness by targeting relevant audiences with high-impact video formats, focusing on their “giving back to the community” message through a connected TV campaign. The primary objectives for this campaign were to increase reach, enhance completion rates, and drive brand lift.
Solution
Co-op and Carat used GrowthAds’ Interest-Based Audiences (IBA) to identify and target their ideal audience. For this CTV campaign, Co-op utilized a curated list of keywords to reach family-oriented shoppers who value giving back and supporting local charities, vendors, and organizations, featuring an emotive and inspiring video ad. To measure success, Co-op employed Brand Lift Live by GrowthAds™, asking viewers: “Do you recall seeing an ad for Co-op on a streaming device in the last 7 days?”
Results
The campaign achieved outstanding results, meeting all its objectives. The Brand Lift Live survey showed a 15% increase in ad recall among the audience. Through this campaign, Co-op successfully reached and engaged in-market audiences at scale, gaining valuable insights into audience behavior across different seasons to optimize future advertising strategies.
The Partnership
Brand: Co-op
Agency: Carat
