Digital agency 55 used Atlas to measure the effectiveness of a campaign by Ferrero, an Italian confectionery company, to promote Tic Tac candy in connection with the movie "Minions" in France. Atlas confirmed that over 80% of impressions reached adults aged 18-34, the primary target audience, and demographic media buys were more successful than contextual buys at reaching this group. Based on the success, 55 and Ferrero plan to use Atlas' cross-device measurement for future campaigns.

1. 1© 2015 Atlas Solutions, LLC // Case Study: Atlas & 55 & Ferrero
THE CLIENTS:
Digital agency 55 recently managed a French campaign
for its client Ferrero to promote Tic Tac candy as part
of a larger tie-in with the animated, global box-office hit
“Minions.” 55 implemented Atlas as a measurement tool to
gauge the campaign’s success in reaching its primary target
audience. Ferrero is a well-known Italian confectionery
company and the third largest chocolatier in the world.
THE QUESTION:
For this case study, Ferrero and 55 were primarily con-
cerned with post-campaign analysis. Creative and media for
the Tic Tac “Minions” campaign were carefully designed
to reach adults 18-34, and validating the campaign’s ability
to reach the target demo was a top priority. Since some
media buys were predicated on declarative demographic
targeting and others contextual, the client wanted to de-
termine which approach was more successful, both for this
campaign and for future media placements. As an added
benefit, 55 knew that by tracking the campaign with Atlas,
it would be able to deliver a true, cross-device depiction of
the publishers and channels that had been most efficient in
reaching the target audience.
THE RESULTS:
Atlas’ people-based, cross-device delivery and measure-
ment confirmed that the campaign overwhelmingly hit its
goal: more than 80% of all impressions came from adults
18-34 — a total number so large, it actually makes up 56% of
France’s entire internet-using population. Atlas also clearly
demonstrated that the campaign’s demographic buys were
more efficient than its contextual buys (70% vs. 56% of the
target demo).
Due to the success of its first campaign with Atlas, 55 plans
to utilize Atlas’ people-based delivery and measurement for
all of its major clients moving forward.
Case Study: Atlas & Digital Agency 55
Atlas illuminates future campaign decisions
“Following 55's advice, we tracked a digital campaign with Atlas in order to measure media target reach
for the first time. This enabled us to validate that our Tic Tac ‘Minions’ campaign accurately reached
our target audience and gave us significant insights for our media buying in the future.”
–Guillaume Du Gardier, Head of Digital, France, Ferrero
+
Source: Atlas data, June 15—July 23, 2015
13-17
4.8%
8.3%
41.5%
38.6%
3.6% 1.8% 1.4%
18-24 25-34 35-44 45-54 55-64 65+
Marketing Target
Outside Marketing Target
4M
3M
2M
1M
0M
Reach per age