0
View Through Rate
0
Post-Click Conversion
0
Difference in Attention
Challenge
| Heinz had its sights set on winning the FIFA World Cup ‘22 snacking habits - the campaign would promote Ketchup and mayonnaise with creative tailored to the context of football. However, they were up against larger budgets & the battle for human attention.? |
Solution
| Dentsu activated its expertise of human attention locally via Teads (who have an algorithm of the highest performing placements) and eye-tracking specialists Lumen (who track eye-ball movement & facial expression) to double down on local behavior nuances. This allowed us to optimize for attention, the editorial context, the creative itself and time in-view metrics.? |
Result
| The #MakePlays campaign, strategically designed and executed, achieved impressive outcomes. With a 24% view-through rate and a 24% post-click conversion rate, it showcased the power of creativity and data-driven marketing. The campaign didn't stop there; it led to a remarkable 12% increase in sales, making it a clear winner. |
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