In this study, we look at the strategic approach that Hendrick’s Gin and Dentsu took with Samba TV to identify, target, and measure impact for an omniscreen campaign for the brand’s limited edition gin
Drive awareness of Hendrick’s limited edition gin during the scorching summer months, and increase favorability for the iconic Hendrick’s brand among premium gin drinks.
Hendrick’s and Dentsu utilized Samba TV’s first-party TV viewership data to inform an impactful omniscreen targeting strategy. Viewers exposed to the Hendrick’s linear TV campaign were retargeted on their digital devices with the Neptunia Gin creative.
Samba’s proprietary ACR technology is integrated at the chipset level of Smart TVs, capturing all content that crosses the TV screen regardless of source
Samba’s identity graph powers deduplicated omniscreen measurement, and identifies with 90%+ accuracy which digital devices belong to an individual
Privacy has always been a top priority for Samba TV, which includes being GDPR compliant, never sharing PII, and data that is 100% consumer opt-in
Viewers exposed to the Hendrick’s linear TV ad were identified and retargeted on their mapped digital devices with the Neptunia Gin creative to build frequency, familiarity and drive brand favorability.
UK households exposed to both the TV & Digital ads
Exposed audiences responded favorably to campaign compared to the ODR control group
Audiences exposed to the campaign tried the gin or visited the website compared to the ODR control group.
“Samba TV’s powerful platform again delivered for Hendrick’s this summer - we were delighted with the results we saw off the back of retargeting from our main TV campaign with additional product variations. Samba TV again proved themselves a brilliant media partner to Dentsu, delivering exceptional service at all times throughout the campaign.”
How Hendrick’s Gin used Samba TV’s Brand Sync and measurement solutions alongside On-Device Research to drive brand awareness, interest and intent to purchase.
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