AudienceProject measurement helps Lidl Sweden document cross-media campaign reach and brand impact, enabling optimisation of its media mix

Advertiser case

Client

Lidl is one of Europe's leading food retailers. In 2003, Lidl opened its first store in Sweden and now has 205 locations across the country. The brand is focused on delivering the highest quality at the best price and provides a wide range of offerings for shoppers, from Swedish products and organic produce to foreign delicacies and hardware.

Problem

Lidl struggled to understand its campaigns’ performance on Meta technologies compared to other media channels. As a result, the brand was unsure how to optimise its media mix for future campaigns to drive as much brand value as possible.

Specifically, Lidl was unsure how well Meta technologies could generate reach and frequency in their target group and move brand metrics such as awareness and consideration compared to other media channels.

Solution

Lidl and its agency partnered with Meta and AudienceProject before running its campaign “Sån är Lidl”. The campaign was centred around a classic song rewritten from “Sån’t är livet” (that’s life) to “Sån är Lidl” (that’s Lidl), and the joyous creative was intended to drive brand awareness with potential shoppers.

To get an understanding of the reach and brand impact of Meta technologies compared to other media channels, AudienceProject helped Lidl run a cross-media brand lift study of the campaign. The study comprised reach and frequency measurement as well as brand lift measurement, using a panel of people exposed to ads on selected media channels and polls to measure the impact on key brand metrics.

The combination of reach and brand lift measurement allowed Lidl to understand the total brand impact as well as the contribution from each channel.

Outcome

group

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lower cost per incremental reach compared with the next most efficient channel

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lower cost per influenced person for brand awareness compared with TV

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lower cost per influenced person for brand consideration compared with results from an online video platform

AudienceProject’s cross-media brand lift study enabled Lidl to understand its campaign performance on Meta technologies compared to other media channels, helping the brand optimise its media mix and improve its total brand impact.

Through the measurement, Lidl learned that Meta was the most efficient channel for driving brand awareness and brand consideration. Specifically, the measurement showed that Meta technologies were six times more effective at turning investment into reach than TV.

The measurement of the campaign showed that Meta delivered:

  • 60% lower cost per incremental reach compared with the next most efficient channel
  • 67% lower cost per influenced person for brand awareness compared with TV
  • 47% lower cost per influenced person for brand consideration compared with results from an online video platform

Words from our client

From AudienceProject’s cross-media brand lift study, we learned that Meta was a key driver for both incremental reach and brand outcomes. It was the most cost-efficient channel to drive both brand awareness and brand consideration. As a result of this, we want to explore different budget mixes across channels and how that impacts brand results.

Matthias Glöckler Head of Digital Marketing and Social Media, Lidl Sweden

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