To boost brand awareness and reach Lily’s Kitchen’s target audience, we proposed a fully integrated media campaign that is grounded in data across online video, display, audio, and CTV.

With the absence of media pixels we used trusted cookieless data sets to understand demographics (age, gender, income and family status) and pet ownership across the UK, compared to the national average and target over indexing households to find our audience at scale without the use of cookies.

But with no pixels on site, we couldn’t optimise the media towards an on site action or conversion point, so we hypothesised that with impactful creative, we could optimise towards attention (attentive seconds per 1,000 impressions). We used attention as a proxy for performance and used this as the primary goal, optimising our campaigns towards this.

Leveraging TGI, we conducted rigorous audience planning to drill down into Lily’s Kitchen’s target audience. We looked at the audience demographics, media consumption and behavioural patterns to ensure we used the right messages and visuals to engage the right target audience. This research ultimately informed the media laydown and creative strategy to reach this audience.

Drilling down further, our research found that these audiences over-indexed for digital channels, particularly audio and streaming TV, and were more likely to read online news and lifestyle publications. As a result, we planned our budget across programmatic DSPs, digital audio (Spotify), CTV and Netflix.

Multiple formats were used across Spotify to build frequency for greater effectiveness
In-banner video units which use the same streaming technology as Netflix to deliver video content in the ad, reducing the file size to allow for less carbon emissions – key to Lily’s Kitchen’s ethical credentials as a B Corp – optimised towards attention
Interactive display and video units optimised to maximise attention with several interactive elements, additional branding and Lily’s Kitchen’s trademark colour palette all being underpinned with Scope3 Carbon footprint measurement
CTV/Netflix 30s non-skippable ads to aid rich storytelling across the creative pillars

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Lily's Kitchen

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oneworld