86%
YouTube completion rate
86%
YouTube completion rate
30,4%
YouTube relative brand lift
30,4%
YouTube relative brand lift
24%
Sales increase for product
24%
Sales increase for product
Lurpak, a leading butter brand under Arla International, aimed to amplify awareness and educate consumers in Italy about the benefits of Lurpak Spreadable. Precis designed a highly targeted, data-driven media plan across Digital Out-of-Home (DOOH) and YouTube that resulted in increased brand awareness and a 24% sales uplift in the Italian regions the campaign was targeting.
1. Online and offline media mix with contextual creative overlays
The campaign was launched in Italian regions like Lombardia, Lazio, and Emilia-Romagna, where demand for premium food products is strong. The DOOH ads ran on placements strategically positioned near grocery stores with overlays showcasing consumers the nearby supermarket chains. YouTube ads were targeted to high-quality, food-related content, ensuring we reached engaged audiences in the right mindset.
2. Precise targeting
Beyond regional targeting, we leveraged geo-targeting with Points of Interest (POIs) to refine ad placements even further. DOOH ads were only shown within a 20-minute walking radius of key retail locations, ensuring proximity to purchase points. Meanwhile, YouTube ads used location-based triggers to reach consumers when they were near stores, reinforcing brand recall at the right moment.
3. Measuring what matters
To understand the effect, we didn’t just focus on views and impressions - we wanted to measure real behavior change. By implementing a YouTube Brand Lift Study, we assessed brand awareness gains, while a Circana Sales Lift Study measured the direct impact on Lurpak’s in-store performance.
The mix of contextual creative and hyper-local targeting was exactly what we needed. Precis helped us turn a brand message into real in-store impact.
Christine Hardt
Senior Marketing Manager
Let’s unlock your true marketing potential
Discover how our strategies can elevate your brand and drive results today – start with getting in touch.