Objective:
Soreen, the iconic British malt loaf brand, partnered with media agency the7stars to support the launch of the new Apple & Mango Lift Bar flavour. The campaign aimed to drive footfall to Tesco and Sainsbury’s stores across the UK and increase product sales. The key challenge was reaching high-intent shoppers in a cost-efficient, scalable way across digital channels.
Strategy:
To deliver performance at scale, the7stars leveraged Adsquare’s ID-Precise Activation solution, powered by Place Visits data. By tapping into SDK-derived location signals overlaid with verified POI polygons, the campaign built audiences of users who had recently visited Tesco and Sainsbury’s — capturing them at a moment of strong purchase intent. These POI polygons act as accurate digital footprints of physical store locations, allowing Adsquare to precisely identify store visits and enable high-value retargeting. This real-world behavioural targeting enabled a high level of precision that broad demographic or interest-based targeting could not achieve.
Using Adsquare’s integration with Nielsen, these audiences were seamlessly activated on Meta, allowing the campaign to reach previously engaged shoppers across high-impact social channels.
Key Activation strategies used:
- ID-Precise Targeting: Using Adsquare’s proprietary Place Visit data—built from consented SDK-derived location signals and POI overlays—Soreen identified and targeted audiences who had physically visited Tesco and Sainsbury’s stores selling Soreen products.
- Seamless Meta activation: Campaign executed via Nielsen integration for ease of use, scale, and real-time campaign performance.
Execution:
Adsquare’s ID-Precise Activation enabled the7stars to engage verified store visitors with timely and relevant campaign messaging via Meta platforms.
- Custom Tesco and Sainsbury’s audiences were built using past visit data.
- These audiences were uploaded via Nielsen and targeted through Meta with campaign creatives promoting the Apple & Mango Lift Bar.
- Performance was closely tracked and optimised throughout the four-week campaign flight.
Results:
The campaign significantly outperformed expectations across all key metrics:
- CPM 61% lower than planned (£0.74 vs. £1.90 benchmark)
- Tesco audience CPM: £0.75 vs. £1.90 planned
- Sainsbury’s audience CPM: £0.74 vs. £1.90 planned
- 3.5M unique users reached, more than 3x the planned reach (vs. 1.2M)
Key takeaways:
- Real-world behavioural signals boost efficiency: By targeting recent store visitors, the campaign replaced broad segmentation with high-intent engagement.
- Targeting via Nielsen enabled seamless audience activation on Meta, Soreen’s key performance channel for this campaign.
- ID-Precise Activation maximised budget efficiency, delivering scale and precision at a cost well below benchmarks.
Conclusion:
Soreen’s Lift Bar campaign demonstrates the impact of precision audience activation rooted in real-world behaviour. By combining Adsquare’s Place Visit data with the7stars’ strategic planning and Meta’s performance environment, the campaign effectively re-engaged recent Tesco and Sainsbury’s shoppers—driving measurable store traffic, delivering a 61% lower CPM, and 3x higher reach within just four weeks.
Ready to drive real-world results with high-intent audiences? Discover how Adsquare can help you leverage Place Visit data for impactful programmatic campaigns.