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

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

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]


by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]