How Journey Further and Lily’s Kitchen harnessed the power of attention to achieve standout brand + performance results

Client: Lily's Kitchen

In a crowded market trying to reach the UK’s 17.1m pet owners, premium pet food retailers Lily's Kitchen were on a mission to increase brand visibility in anticipation of Black Friday. The objective was to expand its audience reach and awareness without the use of media pixels for tracking and measuring purposes.

Always up for a challenge and the chance to do something differently, Journey Further meticulously analysed Lily’s Kitchen’s target audience, exploring various cookieless insights from demographic data to consumer behaviours and media habits to pinpoint the most effective channels to reach Lily’s key target audience segments. From launch, Journey Further used Lumen, a company specialising in attention measurement and engagement tracking, utilising their APM (attentive seconds per thousand impressions) metric, eyes on dwell time, and other engagement metrics to successfully enhance audience engagement across the entire marketing funnel, without relying on traditional tracking metrics like pixels or cookies. The campaign results were exceptional – with an 8% uplift in unprompted brand awareness, which increased to 44% with higher attention, showing that greater attention resulted in greater effectiveness. In terms of brand recognition, Journey Further drove a 15% uplift in brand awareness, an 18% uplift in recall and favorability, and a 23% uplift in purchase intent.