A leading fabric care brand owns the premium category – to expand, they had to penetrate the mid-tier category without cannibalizing their existing premium users.
They developed a new mid-tier product and prior to launch engaged Twenty-Ten to enable a hyper-targeted addressable TV campaign, designed to target acquisition consumers while actively suppressing their premium product users who were vulnerable to trade down.
Twenty-Ten used its patented targeting technology to develop a Targeting Algorithm, designed to target specific individual consumers and lower risk:
Since the release of this mid-tier product had the potential to significantly cannibalize their existing product line, we hard-validated targeting accuracy for the CPG company’s leadership team prior to campaign launch. A third-party telephone research company surveyed a random selection of consumers from the top 3 deciles (top 30%) of the target list to determine targeting accuracy on the final addressable TV target file.
This means that 4 of 5 consumers the brand talks to in the addressable TV campaign will be target acquisition consumers. Even better, the telephone survey confirmed more than 50% of those consumers have a very high propensity to try the new product.