Winning with precision: CPG brand sees 2.8x lift in brand attributes

Gaining consumer trust with SAM and Bell First Party Data

In a highly competitive CPG landscape, a leading men’s body spray brand aimed to reinforce its market presence by connecting with the right audience. To achieve this, the brand turned to Bell Media’s pre-built “Gamers” segment and activated it through SAM (Strategic Audience Management) on linear TV, delivering a campaign that resonated deeply with the target demographic.

Audience-first targeting with Bell pre-built segments

Using Bell Analytics, the brand identified “Gamers” as the segment most aligned with their product positioning and brand values. This pre-built audience was defined by:

• Male consumers, young to middle-aged
• Interests including gaming, dating, and dining out, closely matching the brand’s lifestyle messaging

The pre-built segment leveraged from rich telecom and browsing behaviour data, providing confidence in both scale and alignment.

SAM activation on TV

SAM identified the programs and time slots most likely to reach the Gamers segment, delivering the campaign across Bell Media’s premium linear TV inventory. This precision targeting ensured that the brand could benefit from the mass awareness of television, while minimizing media waste.

Proven brand lift with YouGov

The campaign’s impact was measured in partnership with YouGov using an exposed vs. control methodology. The results were impressive across all key brand metrics:

• 63% of exposed viewers enjoyed the ad
• 57% reported a more favourable opinion of the brand
• 2.8x more likely to associate the product with a “confidence boost”
• 2.4x lift in perceptions of “coolness/trendiness”
• 2x increase in purchase consideration
• 2.5x more likely to recommend the brand

Conclusion

By leveraging Bell’s pre-built “Gamers” segment and activating it via SAM, this body spray brand was able to precisely target its ideal audience and drive measurable business impact.

The result: The combination of data-driven insights and premium TV execution resulted in higher engagement, stronger brand perception, and increased 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.