Unilever partnered with Footprints AI to position Hellmann's as the preferred mayonnaise during the winter holidays, leveraging real-time audience segmentation and in-store digital activations across the nationwide Profi store network. The result? A 161% increase in sales, a 44% growth in SKU volume share, and an impressive 6.35x ROAS, spreading festive cheer and category dominance.
Key points
Challenge
Hellmann's needed to capture end-of-year shoppers in a saturated category and convert undecided shoppers.
Solution
• In-store media with artificial intelligence technology ensured high visibility at key moments in the purchase decision.
• Real-time audience segmentation in-store provided personalized engagement for maximum impact.
• The category conquest strategy converted mayonnaise shoppers from competing brands based on predictive analysis of purchases and shopping carts.
Results
The case study reports unit sales rising from 11,508 to 30,031 (+161%) and SKU category volume share from 15.25% to 21.99% (about 44% relative growth) during the 15-day campaign. It reports 6.35x ROAS, described as €6.35 in incremental sales per euro invested.
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