Mlekarna Celeia wanted to use a promotional digital media campaign to raise awareness of its LCA yogurt line under the Zelene Doline brand, designed for consumers focused on a healthy living, sugar-free nutrition, and good digestion. The main communication challenge was how to effectively engage the target group of active individuals in the highly competitive dairy product market, where consumers are discerning and pay close attention to nutritional qualities.

Together with iPROM, Mlekarna Celeia developed a data-driven strategy, based on first-party data and algorithmic audience extension, enabling precise targeting and engagement of relevant users with the highest potential interest in the product.

Precise targeting based on first-party data and algorithmic audience extension

The advertising strategy was built on a data-driven approach leveraging first-party data. Client data was enriched with similar audiences (look-alike modelling), enabling more precise targeting of audiences with a high potential interest in the product.

The campaign engaged the target group through a multichannel digital strategy that included display banners, mobile ads, native advertising, and advanced iPROM formats such as the iPROM 3D Cube and iPROM Scroll Ad™ in combination with teasers. Communication was further extended to Facebook and Instagram, enhancing brand visibility and message distribution in environments where the target group is active and responsive.

High awareness and user engagement achieved

The campaign reached 900,000 internet users and delivered more than 18 million ad impressions. The average frequency per individual was 21, which ensured consistent message reinforcement. In total, over 69,000 ad clicks were recorded, confirming strong alignment between content and audience interests.

Brand Lift study confirmed a statistically significant impact on brand perception

To quantify the impact of the digital campaign, a Brand Lift study was conducted in collaboration with Valicon. The study measured the incremental effect of advertising on brand perception and purchase intent by comparing a test group exposed to the ads with a control group that was not. Results showed an 11% lift in ad recall and a 9% lift in purchase intent.
Based on these findings, two additional metrics were calculated: the cost per user who remembered the ad was only €0.19, while the cost per user who expressed purchase intent solely due to the digital campaign was €0.24.

“Through the Brand Lift study, we gained valuable insights into the incremental impact of the digital advertising campaign on perceptions of the LCA product line under the Zelene Doline brand and on consumer purchase intent. The results confirm that display advertising in digital media directly contributes to long-term brand building and strengthening consumer preference. This is especially important in the dairy market, where brands face intense competition and increasingly demanding consumers who closely monitor nutritional attributes,” said Tjaša Kobal Anžur, Head of Strategic Marketing at Mlekarna Celeia.

“The use of BLS metrics will allow us to test the effectiveness of individual creatives, channels, and product lines more accurately, enabling us to determine with greater certainty which campaign elements contribute most to purchase intent and long-term consumer loyalty. The results showed that leveraging first-party data delivers exceptional cost efficiency and higher returns on investment. We will also use this knowledge in planning new product launches, as it enables more targeted and personalized communication with different audience segments,” added Neli Koren, Project Manager for ATL Advertising and Production at Mlekarna Celeia.