Arla Foods MENA's Back to School campaign.Arla Foods MENA has partnered with data collaboration platform LiveRamp to drive customer acquisition for its Back to School campaign.
Leveraging retailer transaction data 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.
Being a brand that does not have its own commerce platform, Arla could only measure ROI of the Puck campaign through marketing mix modelling studies, and so it was looking for a solution that enabled the brand to measure impact on sales in a more agile and robust approach.
Through this partnership, Arla Foods claims to have successfully achieved a 60 per cent lift in their new-to-brand shoppers, with one audience cohort reaching 86 per cent new-to-brand lift.
The brand also said it has delivered 23 per cent revenue growth across selected promoted products and has observed a 55 per cent category-wide new-to-brand shopper lift, showing a halo effect beyond the targeted products.
“Our first pilot with LiveRamp, in partnership with MAF, marked a breakthrough in data-driven marketing for Arla Foods,” said Ghida Batel, Head of Media & Digital Excellence, Arla Foods MENA.
“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,” she said.
As part of the Back to School campaign Arla Foods 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, Arla Foods has identified precise audience and media campaign activations 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.
“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,” Batel said.
Oliver Klander, Commercial Director MENA, LiveRamp, added: “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.”
Arla Foods MENA aims to 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.
