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Ocado & San Pellegrino

Winner Michelin Dinner

Challenge

Nestle Waters wanted to boost the UK Subscriber base for San Pellegrino’s Fine Dining Lovers platform and understand how Ocado’s retail audience targeting performs vs Meta’s audiences solution.

Solution

We created a Traffic campaign utilising a competition mechanic.​
Meta Managed Partner Ads (MPA) were employed to precisely target potential subscribers and re-engage existing SanPellegrino customers. The campaign ran from Nestle Waters’ San Pellegrino handles under the Ocado Business Manager – thus using Ocado’s first-party data (1PD) for targeting.

Results

  • +6,015% lift in subscriber conversions due to Meta MPA ad exposure.
  • The Meta MPA campaign reached 1,529,137 unique users.
  • While the objective of the campaign was not to drive sales,
  • There is a potential halo effect with:
    – cash sales surging ▲ +25.1% year-over-year (YoY), and
    – unit sales growing ▲ +51.4% YoY.