Arla Foods MENA, a regional division of Denmark-based dairy giant Arla Foods, has partnered with LiveRamp to enhance its ‘Back to School’ campaign through data-driven marketing. By leveraging retailer transaction data, Arla improved customer targeting, leading to a 60% increase in new-to-brand shoppers and a 23% rise in revenue from promoted products. The success highlights the power of data collaboration in driving marketing impact across platforms like Meta, TikTok, and Google.
Arla Foods is a leading global dairy company specializing in milk, cheese, and dairy products, with a strong presence in the Middle East and North Africa (MENA) region. Despite not having its own e-commerce platform, Arla sought innovative ways to track the return on investment (ROI) of its marketing initiatives.
Data-Driven Strategy Drives Growth
Through its in-house digital team, The Barn, Arla Foods MENA utilized LiveRamp’s platform to analyze retailer transaction data. This allowed the company to create precise audience segments based on consumer purchasing behavior. By linking off-site digital advertising efforts with real-world sales data, Arla was able to refine its marketing strategy and improve customer acquisition.
The results were impressive:
- A 60% increase in new-to-brand shoppers.
- A 23% revenue growth in promoted products.
Arla’s campaign engaged audiences across major digital platforms, including Meta, TikTok, and Google, ensuring a broad reach and strong consumer engagement.
Industry Recognition and Future Plans
Ghida Batel, Head of Media & Digital Excellence at Arla Foods MENA, highlighted the significance of the collaboration:
This campaign marks a new era in data-driven marketing for the dairy industry. By integrating real consumer data, we have set a precedent for how brands can directly measure the impact of their marketing efforts on sales.”
The success of this initiative not only validated Arla Foods MENA’s strategic approach but also set the stage for future expansions. The company plans to further explore data collaboration opportunities to enhance market penetration and optimize product visibility.
As data-driven marketing continues to shape the retail landscape, Arla Foods MENA’s innovative approach underscores the importance of digital transformation in the dairy sector.
