Also helping Hellmann’s reach new audiences is retail media data platform Fetch, which is powered by receipt data.
“Who is buying Hellmann’s? Who’s buying [a] competitive product?” said Ayo Jimoh, senior vp of product at Fetch. “Who’s shopping in that category and has shifted to Hellmann’s?”
Fetch and Arc helped Hellmann’s reach new audiences, but this ability might be limited when Google deprecates third-party cookies. Wise said the approach Unilever took to this Hellmann’s campaign—looking for creative ways to grow audiences—should be how brands approach signal loss.
“We’re going [to] just have to be brave to try new things and to maybe not get the ROAS (return on ad spend) or ROI (return on investment) that we’re used to getting because we were building something new,” Wise said.
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