Danone Belgium

Objective

Alpro, a brand from the Danone group, is to promote a healthy, sustainable lifestyle by offering a range of plant-based food and drink products. Alpro aims to inspire consumers to make more environmentally friendly food choices, emphasizing the benefits of plant-based diets for personal health and the planet.

They aimed to enhance their brand visibility on TikTok, increasing awareness among the TikTok audience while measuring the incremental lift in sales generated by their TikTok campaigns.

To achieve this, Danone Alpro partnered with TikTok and the data insights platform LiveRamp to quantify the sales impact of their TikTok campaign using the Sales Lift measurement solution.

Solution

Danone Alpro faced several challenges, including the need to understand customer purchasing decisions and behavior. We focused on evaluating how effectively TikTok drives customer engagement and sales increases.

To tackle this, TikTok collaborated with the data analytics platform LiveRamp to develop a solution for measuring sales lifts from both in-person and online purchases after a user sees an advertisement on TikTok. This connection between online engagement and offline sales reveals the true incremental value of ads and identifies opportunities to optimize advertising campaigns. Consequently, we analyzed Alpro’s TikTok campaign combining Auction and Top View in Belgium end of year 2023 to understand their impact on key sales metrics.

Results

Danone Alpro saw significant results with these campaigns, leading to a direct increase in product sales. According to a LiveRamp Sales Lift study, TikTok drove a 7.15% lift in sales on the brand, resulting in a ROAS (Return on Ad Spend) of €1.94, exceeding LiveRamp benchmarks.

The sales lift was primarily driven by increased of the number of customer. Using LiveRamp's extrapolated methodology, they were able to extend data from Carrefour to the national level. This analysis revealed that over 7,400 buyers would not have purchased Alpro products without exposure to the TikTok campaign.

We also analyzed the different ad formats to understand their impact during this period. We discovered that combining multiple formats significantly increased incremental sales compared to using a single format. Users exposed to both the Top View and Auction campaigns were more likely to purchase Alpro products.

Additionally, we found that the frequency of exposure played a crucial role. Users who saw the ads more than twice a week demonstrated a significantly higher lift in sales. Those exposed to the ads more than twice weekly consistently showed a greater increase in sales uplift.

Conclusion

By combining TikTok ads and LiveRamp insights, Danone Alpro was able to measure the effectiveness of their TikTok campaigns in Belgium.

The collaboration between LiveRamp, Danone Alpro, and TikTok provided valuable insights into TikTok’s effectiveness as a sales driver, helping Danone Alpro meet its objectives and gain new Insights to optimize future campaigns.

Impact

This Danone Alpro case study demonstrates the importance of measuring and proving the impact of advertising on sales for CPG advertisers, whose key metric is product sales, whether in-store or online.

Tracking the journey from digital impression to in-store purchase can be challenging. By partnering with TikTok and LiveRamp, Danone Alpro measured the sales impact in Belgium of their TikTok campaigns, uncovering opportunities to optimize future ad campaigns.