How Beyond Meat spiced up their cross-channel campaigns with TV+
Challenge
Before engaging with Simulmedia, Beyond Meat faced significant challenges in their TV advertising efforts. As a relatively small brand, they lacked dedicated budgets and resources for television campaigns. With limited personnel and budget constraints, they struggled to execute effective TV campaigns efficiently. The traditional approach to TV advertising required pricey tools and large teams, presenting obstacles Beyond Meat found difficult to overcome. Moreover, they were frustrated by the lack of transparency from prior vendors. But they were convinced their small but mighty team could make an outsize impact.
Goals
- Drive reach cost-effectively
- Boost impressions
- Build brand awareness
Results
- Delivered 145% of guaranteed impressions (56M)
- Maintained an average frequency of 2.01, ensuring consistent exposure to the target audience
Solution
Simulmedia provided Beyond Meat with a transparent, data-driven solution to overcome its TV advertising challenges. Leveraging Simulmedia's platform, Beyond Meat gained access to valuable resources and tools to optimize their campaigns effectively. Simulmedia provided Beyond Meat with an impression guarantee for an A30-64 audience but optimized the buy to maximize reach for an audience of A30-64 leading a healthy lifestyle interested in plant-based products.
Simulmedia's dashboard offered real-time data insights, allowing Beyond Meat to make informed decisions and efficiently allocate its budget. The platform's flexibility enabled Beyond Meat to conduct thorough testing and target specific networks, enhancing campaign performance. Beyond Meat appreciated the transparency and real-time data provided by Simulmedia, which was lacking in their previous experiences with vendors.
Simulmedia also facilitated access to premium inventory, including placements during NFL games and high-rated shows, amplifying Beyond Meat's brand visibility and impact.
Their TV+ dashboard is incredibly useful for us. We can see real-time data and real-time performance of our campaigns. We also loved that Simulmedia was really flexible to work with: allowing us to do a lot more testing.
Results
The collaboration between Beyond Meat and Simulmedia yielded impressive results, surpassing expectations and achieving key campaign objectives:
- Delivered 145% of guaranteed impressions, demonstrating the effectiveness of Simulmedia's targeting capabilities.
- Maintained an average frequency of 2.01, ensuring consistent exposure to the target audience.
Cross-channel results
- Achieved an optimal mix of 91.1% driven by linear TV and 8.1% by connected TV (CTV).
- Only 0.8% of the audience experienced duplicated reach across both linear TV and CTV, highlighting the efficiency of the cross-channel approach.
By leveraging Simulmedia's data-driven approach and innovative TV advertising solutions, Beyond Meat successfully overcame the challenges associated with traditional TV advertising. Through targeted placements, efficient budget allocation, and access to premium inventory, Beyond Meat achieved exceptional campaign results, driving brand awareness and engagement among its target audience. The collaboration between Beyond Meat and Simulmedia exemplifies the power of strategic partnerships in driving marketing success in the evolving landscape of television advertising.
I would recommend anybody to use a tool like Simulmedia TV+ that gives you this line of sight into your performance to really be flexible and be nimble, in terms of how you're tweaking your campaigns.
About Beyond Meat
Beyond Meat is a leading plant-based meat company known for its innovative products, including the Beyond Burger and Beyond Sausage. Targeting consumers seeking healthier and environmentally sustainable alternatives to traditional meat, Beyond Meat's products are made from high-quality plant ingredients, focusing on taste, nutrition, and sustainability. Their target audience includes individuals looking to reduce their meat consumption for health, environmental, or ethical reasons and families seeking versatile and inclusive meal options