Strengthening the consumer signal

Challenge

Alpina is a highly successful Colombian company that produces dairy, food and beverages. Its brand Finesse is a leading healthy food brand in Colombia that launched around 20 innovative products in 2022. 

Alpina invested over US$800K on advertising to establish Finesse as the most important product in the low-calorie dairy category and increase its visibility among a target audience of consumers aged 25+.  

Working with its agency Publicis, Alpina needed accurate data and insights to inform its advertising strategies in this highly competitive category and to optimise its campaign to ensure it reached its target audience.  

Approach

Publicis partnered with Kantar Media for the launch of Finesse, collaborating to optimise campaign performance and validating its campaign impact with independent measurement.  

During the launch, our Campaign Audience Validation™ tool was used to provide a unified view of deduplicated audience reach and frequency across media, reporting by channel and age group.

Insight

The campaign ran both across TV channels, including Caracol, RCN and Canal 1, and online platforms, including YouTube, Facebook and Instagram.  

Kantar Media’s insights were used to improve the campaign while in flight and generate greater reach and frequency. 

• Media budgets were reallocated for the next campaign phase to drive more consistent average frequency across all media.  
• Prioritising female targets based on product affinity was identified as a significant growth opportunity, reinforcing Alpina’s segmentation strategy.  
• The insights informed the current and future advertising strategy and enabled Alpina to create more precise and accurate future plans.   

Impact

Our Campaign Audience Validation™ allowed Publicis to unlock value for Alpina, independently validating campaign performance, maximising its investment and providing transparency and reliability.