1.9% Sales Uplift

Over the hottest summer yet, a well-known English cider maker wanted to reach “fairweather” cider drinkers.

A bespoke audience of pub drinkers, social and millennial drinkers, competitor brand drinkers and cider subscribers informed the media buying. DOOH used weather triggers, supported by mobile, display and social, running two strategies:

Macro Weather Trigger Strategy – with sunny or 18c+ temp triggers:

1. On Trade - targeting the postal sectors of bars and pubs
2. Off Trade - supermarkets and convenience stores
3. Consumer Day - always-on activation across all channels 

Events Strategy:

• Pride festivals and city-based events plus major transport hubs 

• National Holidays - data-led blanket activation supported by mobile

Results included a 1.9% sales uplift vs a category decline of -1.4% and ROI of £1.80 vs £1.01 benchmark for cider (80% over benchmark)