LiveRamp, the data collaboration platform for the world's most innovative brands, has partnered with Arla Foods MENA to drive customer acquisition for its Back to School campaign.
As the first in the region to leverage retailer transaction data for this purpose through LiveRamp’s platform, Arla Food’s in-house digital team The Barn built precise deterministic audience segments based on purchase behaviour for better campaign effectiveness and omnichannel measurement.
Through this partnership, Arla Foods successfully achieved a 60% lift in their new-to-brand shoppers, with one audience cohort reaching 86% new-to-brand lift; it also elivered 23% revenue growth across selected promoted products. Last but not least, it bserved a 55% category-wide new-to-brand shopper lift, showing a halo effect beyond the targeted products.
Arla Foods is a global dairy company operating in over 100 countries. As part of its 'Back to School' campaign, the company was eager to maximise engagement among families shopping for lunchbox essentials, particularly for its Puck Cheese product.
By leveraging first-party retail transaction data via LiveRamp’s Data Collaboration Platform, Arla Foods implemented a robust data-driven strategy to spread awareness and measure the success of its campaign.
Building insight-rich audience segments among its buyers, the company enjoyed precise audience and media campaign activation across Meta, TikTok, and Google. This utilised deterministic data from MAF Precision Media, Carrefour for more accurate attribution between exposure and sales, both in-store and online. This approach also allowed Arla Foods to validate consumer profiles and measure audience engagement across existing, new, and loyal customers, while benchmarking performance at both the category and stock-keeping unit (SKU) level.
Arla Foods will expand this partnership across more categories and SKU sets to enhance its understanding and ability to drive new market opportunities and category and product penetration.
Ghida Batel, Head of Media & Digital Excellence, Arla Foods MENA, added: "Our first pilot with LiveRamp, in partnership with MAF, marked a breakthrough in data-driven marketing for Arla Foods. For the first time, we seamlessly connected off-site targeting with in-store and on-site sales impact, unlocking unprecedented precision in audience segmentation and measurement. This pioneering trial not only validated the power of shopper data but also set the stage for a new era of smarter, performance-driven marketing investments."
Oliver Klander, Commercial Director MENA, LiveRamp, said: “As a market first, we are excited to see these results from Arla Food’s in-house team, The Barn, leveraging retailer data to drive new-to-brand customer acquisition. This is a prime example of how data collaboration is able to deliver powerful insights and measurable business results.”
