CHALLENGE:

Australian Pork approached Quantcast with the challenge of raising awareness between high-quality (and more expensive) Australian pork verses imported-wholesale, preservative-packed meats. They wanted to reach pork rib buyers with display and mobile education-based messaging to shift brand perception and market share.

THE QUANTCAST SOLUTION:

Through Quantcast’s unique partnership with Quantium, Quantcast Brand Targeting with Quantium data allowed Australian Pork to reach past purchasers through the ‘Pork Rib Buyers’ segment. Quantcast amplified this data set to ensure effective reach and frequency to influence their desired audience and help shift brand perception.

RESULTS:

Quantcast not only hit Australian Pork’s 70% viewability goal, but also did so 99.88% in-target against their core demographics.

Quantcast Insights also reflected interests that perfectly aligned with their core target, with the audience reached being:

  • 1.96X more likely to purchase online groceries
  • 1.81X more likely to purchase fitness food
  • 1.64X more likely to purchase surfwear
  • 1.63X more likely to be interested in motorbikes

“Working with Quantcast on a bespoke audience was a new and efficient way to reach people who are more likely to order ribs in a restaurant. At nearly 100% in-target composition, Quantcast surpassed our expectations, as validated by our post-campaign research in which 45% of respondents said that after seeing the advertisements, they would ask if the pork ribs were Australian when ordering in the future.”

Julia Unwin, Senior Brand Manager, Australian Pork