Client: Clinova ORS hydration
Task: Prospecting for new buyers
Campaign context: ORS offers an easy route to hydration. Presented as soluble tablets in a range of flavours, ORS facilitates effective pre or re-hydration when water on its own is not enough. This may be due to the need for electrolytes and/or taste. Potential consumers range from sports participants to holiday makers, business travellers and the wellness audience. ORS is the official hydration partner to a number of top flight sports teams, such as Tottenham Hotspur FC, Saracens RFC and Yorkshire CC.
Challenge: to build brand awareness from a low base to drive consideration, trial and regular purchase.
Solution: utilise the 1st party data available via Amazon to segment audiences into distinct groups to provide a programmatic solution for serving compelling video assets to potential users of the brand. A video featuring Spurs players was served across premium publisher networks, based on the nominated Amazon purchaser and considerer data sets. Video views were optimised, with subsequent clicks through invited to the Amazon store. Responders were then retargeted in Amazon to drive conversion to sales. All activity was KPI’d. All reported metrics from sales to increased intent registered significant uplifts during and after the campaign period.