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Pioneering cross-channel media optimization to drive retail sales for SodaStream

How AI-Powered Cross-Channel Media Delivered a 9.2% Sales Lift for SodaStream

SodaStream
  • Australia
  • Retail

Challenge

SodaStream’s strategic push to sell more machines during its biggest sales period of the year hinged on engaging younger demographics (Style Seekers, Trendy Explorers, Wellness Optimizers) through acquisition, retention, and machine upgrades.

Rising media inflation, privacy changes, and a shift to awareness spending made connecting digital spend to offline sales essential. Traditional media strategies lacked the precision and agility to effectively reach potential customers, and optimize performance across all channels and measure impact on in-store sales.

Approach

In partnership with Circana, we pioneered a data-driven, cross-channel media optimization strategy powered AI.

Precision Targeting

A geo-proscores report assigned each Australian postcode a propensity-to-buy score for SodaStream products. This granular data formed the foundation of our hyper-targeted approach.

AI-Powered Optimization

We used AI to activate the geo-proscores data across WPP Media Solutions, optimizing campaigns across Advanced TV, Advanced Digital Out-of-Home (DOOH), and Advanced Programmatic (YouTube). This ensured our message reached the right audience, at the right time, in the right place.

Dynamic In-Campaign Calibration

Leveraging Circana's weekly optimization feed, we continuously refined the campaign strategy. This agile approach allowed us to react to market dynamics and maximize performance in real-time.

Validated Results

Circana conducted a comprehensive Media Lift report using Point-of-Sale (POS) data to provide irrefutable proof of the campaign's success.

Results

This pioneering approach delivered exceptional results for SodaStream, demonstrating the power of data-driven, cross-channel optimization:

  • A significant increase in overall revenue, directly attributable to the AI-powered campaign.

  • An even more impressive lift for featured SodaStream products, showcasing the effectiveness of targeted messaging.

The campaign achieved significant impact:

4.1%

Overall Revenue Uplift

9.2%

Featured Product Revenue Uplift