Precision pays off: Retail brand sees 2.3x stronger connection and 21% lift via TV

Finding the right audience with Bell First Party Data

In a highly competitive retail landscape, brands are constantly seeking ways to stand out, especially during high-stakes sales seasons. This retailer was launching a campaign aimed at reaffirming its values of trust, quality, and family focus. Rather than casting a wide net, the brand knew success would come from reaching the right people, those actively seeking meaningful value and brand connection.

To do this, the retailer partnered with Bell Media to identify a custom audience segment using Bell First Party Data. By leveraging anonymized, privacy-compliant mobility browsing signals refreshed daily, they were able to identify high-intent shoppers based on real behaviours (not assumptions). This strategic foundation enabled a precision-led TV, setting the stage for measurable brand lift.

Precision and scale with SAM

The curated audience was activated through SAM, ensuring the campaign reached the right audience, at the right time, on the right channels. While maintaining the broad awareness power of linear TV, the campaign used data-fuelled precision to minimize waste and maximise impact.

Proven results through independent validation

A brand lift study conducted by YouGov compared exposed and control audiences across key brand metrics. The findings confirmed strong performance across the funnel:

• 67% of those exposed enjoyed the ad — 15 points above the TV benchmark
• 59% said the ad connected with them, proving relevance
• 42% more likely to consider purchase
• 2.3x more likely to say the brand “cares about my family” and 1.3x more likely to see it as a “trusted brand” and associated with “quality”, confirming perceptions
• 21% lift in both likelihood to recommend and overall brand opinion vs. the control group, demonstrating funnel lift

Conclusion

This campaign demonstrates the power of combining rich audience insights with precision activation on TV. By using Bell First Party Data and SAM, the retailer was able to effectively engage their target audience, driving lift at every stage of the funnel — from ad resonance to brand love and purchase consideration.

Source: Bell First Party Data/Bell Attribution Insights and YouGov Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.