Co-op’s CTV campaign connects with community-minded customers

Co-op was looking to identify and reach relevant audiences to increase brand awareness, using high-impact video formats to drive their ‘giving back to the community’ message. For this CTV campaign, their primary goals were increased reach, completion rate, and brand lift.

Co-op leveraged Quantcast’s Interest-Based Audiences (IBA) to build and find their desired audience. Co-op used a predetermined list of keywords to reach family-oriented shoppers who care about giving back and supporting local charities, vendors, and organisations, with their emotive and inspiring video advert. To evaluate success, Co-op used Brand Lift Live by Quantcast™, running an ad recall survey that asked: “Do you recall seeing an ad for Co-op on a streaming device in the last 7 days?”

The campaign delivered impressive results and reached the desired campaign goals. The response to their Brand Lift Live survey was very positive with a 15% lift in the audience recalling the ad. With this campaign, Co-op was able to reach and attract in-market audiences at scale and more clearly understand the nuances and gain insights between audiences across seasons to empower effective advertising.