Supercharging TV Through the Power of CRM

Agency: Spark Foundry

Asda's share of market took a nose dive to the tune of 500m in March. Frequent, small basket shoppers moved to more local stores during lockdown putting Asda into a financial downturn. It became business critical to get these shoppers back or risk declining profit during an economic crisis. In a bid to recover these shoppers Asda, Channel 4 and Infosum formed an innovative partnership to bring CRM data targeting and measurement to British TV for the very first time. By targeting lapsed shoppers on the most effective medium at our disposal we were able to recover share of market by the end of Q4 and drive a staggering campaign ROI of 4.3 times our TV benchmark.