Ingham’s wins big as oOh’s audience-led campaign hits the mark

Ingham's audience-led campaign with oOh!

Leading FMCG brand Ingham’s has increased its share of the whole chicken category by 27 per cent, following a recent audience-led campaign that ran exclusively on oOh!media’s small format network.

Designed to drive awareness and conversion of ‘The Free Ranger’ in the key markets of NSW and Victoria, the campaign was planned using oOh!’s new Better Ways to Buy planning tool, Smart Reach.

Rather than planning to demographic and only running the campaign near retail stores, oOh! worked closely with media agency Bohemia to target category buyers based on actual transactions mapped to each of oOh!’s signage locations. This allowed the brand to maximise reach to the right audience across digital and classic small format street and retail assets.

The audience-led approach hit the mark for Ingham’s, which attracted valuable new customers and outperformed the category – 72 per cent of Ingham’s buyers were new to the brand, with the proportion of new buyers 50 per cent higher for Ingham’s compared to the broader category.

Additionally, the overall number of buyers of The Free Ranger surged 30 per cent, compared to just a three per cent increase for the whole chicken category. These results were achieved with oOh! as the sole media partner and no other media support.

Ingham’s also benefitted from oOh!’s exclusive post campaign reporting based on Quantium’s aggregated transactional data, which allowed Ingham’s to understand and analyse important buyer profile and location information at scale.

Seb Brandt, Chief Marketing Officer at Inghams Group, said oOh!’s data-led planning approach and additional post campaign reporting had altered his perception of Out of Home.

“This new platform and data set from oOh!media is the future of Out of Home. My biggest nervousness around outdoor in the past has stemmed from wastage, high eyeballs and low cut through. The Free Ranger campaign has proven that we can use outdoor as a targeted message for a new and emerging brand with specific geotargeted distribution. We are looking forward to using oOh!’s Smart Reach planning tool again soon.”

Tim Murphy, oOh!’s Chief Sales Officer, said that Better Ways to Buy offered enormous potential for brands to reach their category buyers in significant numbers.

“The power of Out of Home to reach audiences at scale has reached a crucial point, where we can clearly demonstrate our network’s ability to drive campaign success.

“The whole team worked closely to optimise campaign placement, delivering the right mix of assets and locations to achieve a fantastic outcome for the Ingham’s brand. We look forward to offering up the Better Ways to Buy planning and reporting approach for all clients wishing to plan to the attributes which are proven to maximise their ROI.”