Driving Consideration for Hotpoint Whirlpool with the power of Search and Geo

Client: Hotpoint

Advanced TV has primarily been used as a brand building tool, but what if we targeted people in the product consideration stage? And what if we could use a geo-data model? This had never been done before in this marketplace and is set to be a game changer within the retail space.

The continual tech development of our offering is always insight led, and we are constantly nudging the needle of innovation within our space. So, we set ourselves the challenge of unravelling the effect of targeting lower down the funnel to reduce wastage and lower budgets whilst capturing cookieless data. Hotpoint is an innovative client of ours, always looking to learn from insights so when they came to us with their latest brief we knew that this was the perfect campaign to implement our latest insights to answer their challenge of brand consideration and purchase intent. After a diligent and detailed three month planning and development stage with Captify as our data partner, they were fully on-board to rollout the first Advanced TV campaign using search intent data overlaid with geo segmentation. Hotpoint were delighted with the results; the campaign drove a 26% point increase in brand consideration, 34% point increase in purchase intent, and a 15% increase in overall searches vs competitors in the exposed group.