This case study shows how ACUVUE® partnered with Samba TV’s innovative and flexible targeting and measurement solutions to improve their KPIs and maximize campaign outcomes.
ACUVUE® sought to use data to connect with UK audiences and increase category penetration with new contact lens wearers by leveraging data-driven insights to analyze the impact of the targeted campaign on brand awareness, brand effectiveness, consideration, purchase intent, and ad creative effectiveness.
Leveraging Samba TV’s proprietary ACR data and Identity Graph, ACUVUE® was able to identify and target audiences based on their viewership habits. This includes retargeting households exposed to competitors’ linear TV campaigns, 25 to 40-year-old fitness enthusiasts, and viewers of SVOD services across all of their digital devices.
Samba owns our own ACR, identity graph, and panel which help ensure measurement accuracy for ACUVUE® due to minimal data loss and accurate frequency counting across devices.
Samba’s identity graph powers deduplicated omniscreen measurement for ACUVUE®, including identifying which digital devices belong to an individual with 90%+ accuracy.
Samba uses ACR-only data that captures all content on screens, including streaming, to power measurement panels that are normalized to have between a .00003% and .01% demo delta compared to U.S. census.
The partnership, in conjunction with market research firm On Device Research (ODR), enabled ACUVUE® to measure a range of full-funnel KPIs ranging from brand awareness, brand consideration, and purchase intent, to emotional engagement, message conveyance, and consumer reaction.
Increase in brand awareness for ACUVUE® among audiences exposed to campaign (1.75X industry standard according to ODR)
Increase in ACUVUE® brand consideration for audience exposed to ACUVUE® campaign (4.3X industry standard according to ODR)
Lift in purchase intent for ACUVUE® for audiences exposed to campaign (9X industry standard according to ODR)
“When your audience’s behaviors shift, so does your strategy in reaching them. As part of this, the ACUVUE® team needed to review how we best connect with our target audience, and Samba TV have greatly impressed us. Their proprietary tech stack, industry knowledge, and strategic approach improved both individual campaigns and our overall ACUVUE® KPIs.”
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