Arla Foods MENA and LiveRamp partner to drive 60% customer lift through data collaboration
Arla Foods’ in-house digital team leveraged retail transaction data through the LiveRamp data collaboration platform to to achieve 23% revenue growth with select promoted products, and one audience cohort reached an 86% new-to-brand lift.
LiveRamp, the leading data collaboration platform for the world's most innovative brands, has partnered with Arla Foods MENA to drive customer acquisition for its Back to School campaign. As the first in the region to leverage retailer transaction data for this purpose through LiveRamp’s platform, Arla Food’s in-house digital team The Barn built precise deterministic audience segments based on purchase behaviour for better campaign effectiveness and omnichannel measurement.
Through this partnership, Arla Foods successfully:
Achieved a 60% lift in their new-to-brand shoppers, with one audience cohort reaching 86% new-to-brand lift.
Delivered 23% revenue growth across selected promoted products.
Observed a 55% category-wide new-to-brand shopper lift, showing a halo effect beyond the targeted products.
Arla Foods is a global dairy company operating in over 100 countries. As part of the Back to School campaign Arla Foods was eager to maximise engagement among families shopping for lunchbox essentials, particularly for its Puck Cheese product. By leveraging first-party retail transaction data via LiveRamp’s Data Collaboration Platform, Arla Foods implemented a robust data-driven strategy to spread awareness and measure the success of its campaign.
Building insight-rich audience segments among its buyers, Arla Foods enjoyed precise audience and media campaign activation across Meta, TikTok, and Google. This utilised deterministic data from MAF Precision Media, Carrefour for more accurate attribution between exposure and sales, both in-store and online. This approach also allowed Arla Foods to validate consumer profiles and measure audience engagement across existing, new, and loyal customers, while benchmarking performance at both the category and stock-keeping unit (SKU) level.
Arla Foods will expand this partnership across more categories and SKU sets to enhance its understanding and ability to drive new market opportunities and category and product penetration.
