Cheeky used research insights to identify the core target audience most likely to buy Pro Plus and their geographic skew to ensure budget was optimised.
TGI data was then used to identify the strongest channels to drive awareness and engagement. The initial campaign prioritised reach channels but used a depth of touchpoints to ensure cut through and impact across the conversion funnel.
Heavily digital in execution to ensure accurate targeting, mid campaign optimisation and post campaign data to aid future campaign planning and forecasting. Proximity to purchase was important to help drive sales at the final point of influence.
The sponsorship of a newly revamped prime time ITV game show favourite, Bullseye, with brand synergy was identified as an opportunity to access TV for the first time. This was used to drive frequency with the core target audience in 2025.