Targeted Sales Growth through Weather-, Geo-, and Sales-based Targeting

Challange

Weather-dependent Demand & Untapped Potential
In summer 2024, Unilever’s Magnum brand faced a significant challenge: unpredictable weather conditions heavily impacted demand. Rainy periods led to sales declines, and even sunny regions didn’t consistently meet expected sales targets. Relying solely on favorable summer weather was insufficient.

Solution

Data-driven Regional Advertising Management
Magnum, together with PHD Media, developed a targeted video and (Instore-)DOOH campaign, delivered exclusively in regions with sunny weather and low demand. At the core was an innovative custom KPI combining sales forecasts based on Rewe sales data, weather forecasts, and media efficiency to pinpoint regions with the greatest sales potential.

The technical backbone enabling real-time data integration into the campaign was provided by SSP1 from One Tech Group and the DSP from The Trade Desk.

Strategic implementation included:

• Geo-segmentation: Germany was segmented into 434 regional areas to accurately capture demand differences.
• Sales data: Weekly product-level sales data from Rewe—an industry first in Retail Media.
• Dynamic advertising adjustment: Automated control via The Trade Desk ensured dynamic video ads were served exclusively in high-potential regions.
• Proximity to POS: Instore-DOOH screens at Rewe stores, programmatically integrated via One Tech Group’s SSP1, strategically placed near products.
• Real-time optimization: Continuous campaign adjustment based on current weather and sales data.

Results

Significant Sales and Efficiency Gains

• 30% higher sales in prioritized regions.
• +19% increased demand nationwide in Rewe stores.
• 65% improvement in ad targeting efficiency through precise regional control.
• Maximum efficiency achieved by focusing resources on growth regions.

Conclusion

Successful Data-driven Sales Increase
Magnum impressively demonstrated that weather alone does not determine Retail Media success. By precisely leveraging data and innovative programmatic technology, Magnum fully capitalized on the potential in underperforming regions.