Capri-Sun’s campaign to drive awareness for its new zero-added sugar product range — which ran from April to September — boosted sales for the drinks by 17%.
The DOOH campaign was brought to life by Dentsu company, iProspect, which was given the brief to reach as many potential category buyers (in kid’s juice drinks) as possible; so targeting parents aged 25-45.
IProspect’s challenge was to grow top-of-mind awareness and make Capri-Sun the number one kid’s brand, and to shift from ‘planning for reach’ to ‘planning for reach and attention’.
The agency was also tasked with looking for channels and formats to help achieve at least 2.5 seconds of attention served per ad.
To answer the brief, iProspect’s media strategy was a multi-channel mix of AV (BVOD and CTV), digital OOH, paid social (Meta and TikTok), online video (YouTube and display) and influencer activity; aiming to maximise reach, but also offering formats where additional metrics can be measured, eg, engagement on social channels and sales uplift on digital OOH.
The most difficult thing iProspect faced, in terms of execution, was significantly different and greater number of activations versus previous years, specifically:
- OOH going from POS placements (in 2023) to POS, roadside D6 and D48s, and play centres
- AV shifting from linear TV to BVOD and CTV which, due to greater cost efficiency, meant they could be live for much longer, and across more platforms
- Influencer activity quadrupled the length of time that they were live: four weeks in 2023, to sixteen weeks this year
In terms of results: the campaign reached over 14 million people with 30 million impressions, driving a 17% uplift in sales in stores (which rose to 24% for stores in closer proximity to the ads).