oOh!media’s Audience Campaign For Ingham’s Hits The Mark

oOh!media’s Audience Campaign For Ingham’s Hits The Mark
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



following a recent audience-led campaign that ran exclusively on oOh!media’s small format network, FMCG brand Ingham’s has increased its share of the whole chicken category by 27 per cent.

Designed to drive awareness and conversion of ‘The Free Ranger’ in the key markets of NSW and Victoria, the campaign was planned using oOh!’s new Better Ways to Buy planning tool, Smart Reach.

Rather than planning to demographic and only running the campaign near retail stores, oOh! worked closely with media agency Bohemia to target category buyers based on actual transactions mapped to each of oOh!’s signage locations.

This allowed the brand to maximise reach to the right audience across digital and classic small-format street and retail assets.

The audience-led approach hit the mark for Ingham’s, which attracted valuable new customers and outperformed the category – 72 per cent of Ingham’s buyers were new to the brand, with the proportion of new buyers 50 per cent higher for Ingham’s compared to the broader category.

Additionally, the overall number of buyers of The Free Ranger surged 30 per cent, compared to just a three per cent increase for the whole chicken category. These results were achieved with oOh! as the sole media partner and no other media support.

Ingham’s also benefitted from oOh!’s exclusive post-campaign reporting based on Quantium’s aggregated transactional data, which allowed Ingham’s to understand and analyse important buyer profile and location information at scale.

Seb Brandt, chief marketing officer at Inghams Group, said: “oOh!’s data-led planning approach and additional post-campaign reporting had altered his perception of Out of Home.

“This new platform and data set from oOh!media is the future of Out of Home. My biggest nervousness around outdoor in the past has stemmed from wastage, high eyeballs and low cut through.

“The Free Ranger campaign has proven that we can use outdoor as a targeted message for a new and emerging brand with the specific geotargeted distribution.

“We are looking forward to using oOh!’s Smart Reach planning tool again soon.”

Tim Murphy, oOh!’s chief sales officer, said: “The power of Out of Home to reach audiences at scale has reached a crucial point, where we can clearly demonstrate our network’s ability to drive campaign success.

“The whole team worked closely to optimise campaign placement, delivering the right mix of assets and locations to achieve a fantastic outcome for the Ingham’s brand.

“We look forward to offering up the Better Ways to Buy planning and reporting approach for all clients wishing to plan to the attributes which are proven to maximise their ROI.”

Please login with linkedin to comment

Ingham oOh!Media Seb Brandt Tim Murphy

Latest News

Guardian Australia Expands Representation Nationwide With New Hires
  • Media

Guardian Australia Expands Representation Nationwide With New Hires

Guardian Australia has made new appointments in two new states. Nikki Mercado joins as account director in Western Australia and Sophie George joins as a state sales manager in Queensland. With a focus on breaking news, investigative journalism, podcasts and deep content partnerships with Australia’s largest advertisers, Guardian Australia has grown from strength to strength […]

Omnicom Beats Publicis To Win Mercedes’ Global Agency Consolidation
  • Advertising
  • Media

Omnicom Beats Publicis To Win Mercedes’ Global Agency Consolidation

Omnicom Group has won the global consolidated media, brand and performance marketing account for Mercedes-Benz, beating off Publicis Groupe after a six-month pitch process. The holding company will take the reins early in 2022. Omnicom has announced it will create Team X, a dedicated unit that will handle all facets of the brand’s global communications, […]

by B&T Magazine

B&T Magazine
NOVA Entertainment Appoints Key Programming Roles
  • Media

NOVA Entertainment Appoints Key Programming Roles

NOVA Entertainment has confirmed the appointments of Mary Datoc and Michael McPhee to the roles of network managing editor and announcer/operations manager respectively. Strengthening the programming leadership team in the senior role of Network managing editor, Mary Datoc will oversee the enhancement, growth and evolution of programming content for Nova 96.9 and the smooth Network. […]

Paper Moose Creates Virtual Experience To Help UTS Leap Pandemic Hurdles
  • Campaigns

Paper Moose Creates Virtual Experience To Help UTS Leap Pandemic Hurdles

The University of Technology Sydney (UTS) has launched a new 360 video tour of their innovative Sydney CBD campus, via Paper Moose, aimed at attracting both international and Australian students. It’s been a rough couple of years for Australian universities, forcing them to think outside the box to attract both local and international students to […]

Initiative Studio Teams With Pernod Ricard’s Rosé Spritz For Post-Lockdown Promo
  • Marketing

Initiative Studio Teams With Pernod Ricard’s Rosé Spritz For Post-Lockdown Promo

After a long few months in lockdown for Sydneysiders, the NSW Premier announced that gatherings of five double-vaccinated people could go ahead in outdoor areas from September 13th. Pernod Ricard’s Rosé Spritz brand ‘Rosie’ is celebrating this by giving away luxe picnics for 100 Sydney siders throughout the eastern suburbs, inner city and inner west. Teaming […]

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
  • Campaigns
  • Technology

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series

Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]

Cricket’s Big Bash Enlists Tones And I And Nike For Season Launch
  • Marketing

Cricket’s Big Bash Enlists Tones And I And Nike For Season Launch

The Big Bash has joined forces with Aussie music superstar, Tones And I, to launch the League’s second decade and a bold new look from apparel partner Nike. The League has welcomed Tones And I as an ambassador for the KFC BBL|11 and Weber WBBL|07 competitions, with her music to be heard throughout the summer […]

by B&T Magazine

B&T Magazine
Kate Silver Promoted To General Manager Of Leo Burnett Melbourne
  • Marketing

Kate Silver Promoted To General Manager Of Leo Burnett Melbourne

Leo Burnett Australia CEO, Emma Montgomery, is pleased to announce the promotion of Kate Silver to the role of General Manager, Leo Burnett Melbourne. This appointment sees Silver stepping up from her current role as chief client partner. She will continue to play a role in leading the team across key client partnerships for brands […]

Indie Agency Kaimera Expands With New Hires
  • Marketing

Indie Agency Kaimera Expands With New Hires

Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]

PubMatic Research: IDFA Changes Provide New Opportunities To Engage Mobile Consumers
  • Partner Content

PubMatic Research: IDFA Changes Provide New Opportunities To Engage Mobile Consumers

Susan Wu is the Senior Director, Marketing Research at PubMatic. Here, she looks at how Apple’s iOS 14.5 update is already creating new opportunities for advertisers, their agencies, and publishing partners. Apple’s 14.5 update to iOS sent advertisers and other platforms (we’re looking at you, Facebook) scrambling to figure out how to track users who […]

Partner Content

by PubMatic

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]

Yotpo Expands Down Under With  Multi-Year Shopify Partnership
  • Marketing

Yotpo Expands Down Under With Multi-Year Shopify Partnership

Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care,  e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]

New ideas and imagination Creativity and inspiration Technological innovation. Hand holding brain digital network and abstract science light bulb inside on networking connection on sky background.
  • Technology

Progress Unveils Sitefinity DX 14.0 Platform

Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]

Tangram Signs Strategic Partnership With monday.com
  • Media

Tangram Signs Strategic Partnership With monday.com

Tangram has announced that they have signed a partnership with monday.com. the work operating system (Work OS) where organizations of any size can create the tools and processes, they need to manage every aspect of their work. Israeli-based monday.com and Australian-based Tangram form an irresistible team of experts offering unique solutions to agency problems. monday.com […]