Danone Aptamil Case Study

Danone Aptamil, Wavemaker & Hivestack: leveraging the best formula to drive successful results
Danone Aptamil, Wavemaker & Hivestack: leveraging the best formula to drive successful results

APAC

Aptamil (Nutricia)

Wavemaker

Danone Aptamil, Wavemaker & Hivestack: leveraging the best formula to drive successful results

World leader in early life nutrition leveraged programmatic digital out of home (DOOH) to generate interest and awareness of its toddler formula product.

Objective 

With the intent to drive interest and increase awareness of Danone’s Aptamil toddler formula, Danone ran a data-driven, geo-targeted, programmatic DOOH campaign via the Hivestack Demand Side Platform (DSP).

Hivestack, in partnership with Wavemaker, focused on targeting a custom audience consisting of new parents, pregnancy clinic visitors and residents in competitor postcodes.

Solutions

The campaign was activated in Sydney, Melbourne, and Brisbane across Australia’s DOOH premium screen network; JCDecaux Australia, QMS Media, Tonic Media, Val Morgan Outdoor, Shopper Media Group, BrandSpace - Scentre Group, Motio, Vicinity Centres, BIG Outdoor, Goa, Jolt, and Civic Outdoor.

Key venue types included bus shelters, shopping malls, doctor’s offices, large format billboards, pharmacies, grocery stores and urban panels.

The Hivestack DSP drove brand preference and scale by creating a custom audience and geofencing high traffic areas, such as hospitals and birthing clinics. The campaign was then activated when a high concentration of the target audience (new parents, pregnancy clinic visitors) were in close proximity to the DOOH screens.

Another key strategy consisted of targeting prime locations near major retailers already carrying the Aptamil brand, such as Coles, Woolworths and other reputable pharmacies across Australia. Danone also tactically targeted frequent customers in competitor postcodes. 

Results 

The campaign exceeded expectations, resulting in 8.6M impressions generated across a network of 1,924 screens in 80 different regions across Australia. 

A Brand Lift Study was conducted with 500 respondents to measure the impact of the DOOH campaign. The study offered valuable insights into consumer perceptions of Aptamil, particularly when compared to competitors. The study revealed:

  • 20% increase in ad recall

  • 57.14% increase in brand preference

  • 88.2% increase in brand awareness 

The campaign tracked a 48% increase in audience concentration (benchmark of 30%) and enabled Danone to identify top-performing venue types to aid future campaign planning.

Testimonial

"How do we target an audience we can’t target? MAIF and WHO restrictions make it difficult for Aptamil to speak to a parenting audience directly and historically have used OOH for proximity to key retailers. But with OOH being “one-to-many” we saw an opportunity to get the Aptamil brand in front of parents. This was the first programmatic DOOH run for Aptamil with really smart targeting and strong BLS results, setting the bar high for how we can build on this moving forward.” - Amanda Montoya, Client Group Director, Wavemaker