Real-time performance insights drive swift decision-making for global campaign success
Industry
CPG
Company size
Large
Region
EMEA
Destinations
Microsoft Azure
Google BigQuery
Key results achieved by Barilla
Positive brand lift
The campaign drove a significant and above-benchmark brand lift in three of the four markets, reinforcing Barilla's message of inclusivity and resonating with a diverse audience.
Engaging view through rates
Barilla experienced strong engagement rates, surpassing benchmarks and reaffirming the campaign's success in its objectives.
Data-driven decision-making
Adverity's real-time monitoring enabled Barilla to adapt, strategically overcome challenges and ensure the campaign's resounding success.
Challenges
Barilla is dedicated to nurturing a data-driven culture within the Group. The ambition is to unlock the full potential of their data assets, enhance decision-making capabilities, and ultimately strengthen Barilla's market presence and competitive advantage. “We believe that robust data analytics and perceptive insights are the cornerstones of Barilla's future achievements. By 2025, our goal is for every commercial decision at Barilla to be grounded in data, inspiring people's actions”, says Lyndsay Weir, Chief Analytics and Insights at Barilla Group.
To tackle this challenge, a key priority for Barilla is establishing the seamless processing and real-time visualization of their marketing and commercial data. This capability is essential, empowering Barilla to make well-informed decisions that contribute to their ongoing success.
Barilla's campaign aimed to transform the narrative around traditional pasta recipes, turning them into a symbol of inclusivity and shared moments. The challenge lay in counteracting negative sentiment that emerged in certain markets, threatening to overshadow the campaign's true impact.
"At Barilla we measure thanks to Adverity, metrics in near or real time – a pulse check of success. Weekly, we measure more top level KPIs, uncovering our impact. Long-term, our in-house tools reveal the impact on performance and equity. Adverity, our vital ally, ensures every move counts, adapting on the fly."
Chief Analytics and Insight Officer, Barilla
Adverity's impact
The collaboration between Barilla and Adverity led to a strong alliance. Utilizing data-driven decisions, Barilla enhanced brand favorability, engagement, and inclusiveness. The campaign's positive impact on brand perception and impressive engagement metrics highlight its effectiveness, showcasing the potential of data-driven strategies.
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