Media & content consumption patterns of a core group of 300 actual consumers of Gatorade were mapped offline to be extrapolated to reach people online with similar traits

1. 23%
Decrease in
eCPM
12%
Decrease in eCPV
67%
Increase unique users
reached
193%
Increase in CTR
CHALLENGE
Gatorade which is a global leader in sports drink category, wanted to reach
and nurture its core audience – active & competitive athletes to communicate
its product benefits with a promise to boost athletic performance from inside.
Because of limited resources reaching core audiences was paramount.
APPROACH
The sports fraternity is a closely-knit group and they share similar interests,
passions & affinities with fellow sportspersons. Taking this insight, we mapped
media & content consumption patterns of a core group of 300 actual
consumers of Gatorade. This was then extrapolated to people with similar traits
thus giving us an effective pool of audiences representing our TG.
OUTCOME
The campaign was deployed over 8 months. The campaign surpassed all
previous industry benchmarks and performed better than previous year in all
accounts. As compared to last year
I N D I A , 2 0 1 8
#SWEATMORE -
GATORADE LIVE PANEL
ACTIVATION

2. BUSINESS OBJECTIVE
Identifying, reaching active sportsperson, driving relevance through
functional benefits and aspirational appeal.
TARGET AUDIENCE
Active Sports Enthusiasts – please who are into playing sports and
not just watching on TV/Mobile. This definition was very important
as the product is functional in nature and benefits active sports
person rather than a couch sports watcher.
SITUATION ANALYSIS
Gatorade which is a global leader in sports drink category, wanted
to reach its core audience – active & competitive athletes to
communicate its product benefits.
Because of limited resources reaching core audiences was
paramount – so the task at hand was to identify Active Sports
Enthusiasts and reach out to them
CHALLENGE

3. THEREFORE, TO REACH THIS SUPER
NICHE AUDIENCE, IT REQUIRED A
RADICAL PLANNING APPROACH
WHICH WOULD ENSURE
IDENTIFICATION OF THE BULLS EYE TG
ADAPTABILITY TO A SCALABLE MODEL WITH
MINIMUM SPILLAGE
NURTURING THE SAME THROUGHOUT BRAND
LIFECYCLE FOR A PRODUCT WHICH IS HIGH ON
FUNCTIONAL ATTRIBUTES

4. APPROACH
The sports fraternity is a closely-knit group
and they share similar interests, passions &
affinities with fellow sportspersons. Active
sports-people will display similar habits and
behaviors throughout – differing only by the
brand of choice.
Taking this insight using Kantar Live Panel,
we mapped behaviors (especially media &
content consumption patterns) of a group of
300 actual consumers of Gatorade.

5. The Custom Audience was then
mapped with Double-Click ids and
programmatic machine learning was
used to create a Look Alike Audience
segment to represent our core
audiences.
We could generate a look alike base of
5MN, which gave us a significant
playing ground to reach out via media
platforms.
xx -- --
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-- -- --
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PENALIST ID
MATCH
XAXIS DMP
TURBINE
MODELLING
AND
AMPLIFYING
1. Re-connected for client specific
consumers within the live panel data
2. Custom segment created
3. From 300 seed panelist, 5 MN+
consumer base created

6. Once we had a significantly large pool of 5 MN Look Alike
Audiences we began to target them on YouTube
programmatically.
We opted to run a sequential communication approach to
nurture the audience throughout the brand cycle – from
awareness stage to advocacy stage.
o The 5Mn audience was exposed a 30-sec video commercial at
a frequency of 2 to build reach
o Completers of the 30-sec video where then exposed to a 15
Sec edit of the same video to add to frequency of exposure
over the next 4 weeks.
o Finally, completers of the 15sec video were further exposed
with a 5 sec edit to boost top of mind recall and further the
frequency distribution.

7. [M] Insight-
Audience ID
DoubleClick
IDs
[M] Insight- GATORADE
AUDIENCE SEGMENT
UPLOADED TO GOOGLE
ECOSYSTEM
1
MACHINE LEARNING
Look at key trends and
determine most important
characteristics that define
the audience.
MATCH CHARACTERISTICS
GOOGLE creates cross-
device audience using
search/maps search signals
DATA ANALYSIS
[m]insight-- data is
analyzed for web / app
based audience
characteristics (e.g. in
market and affinities)
Google Machine Learning
2
[M] insight--INFORMED ADAPTED
AUDIENCE - Cross-device audience with
the same characteristics of [m] insight--
audience, targeted on YouTube
3
30 SEC VIDEO
EXPOSED 2 TIMES
15 SEC VIDEO
EXPOSED 2 TIMES
6 SEC VIDEO
EXPOSED 6 TIMES

8. - DIVYA GONNABATHULA, BRAND MANAGER, GATORADE
It was one of its kind at such a large scale and surpassed all
previous media benchmarks .
OUTCOMES STATISTICS
Xaxis has been our strategic partner and
has been instrumental throughout the
campaign journey – right from
identification of the demand spaces to
accentuating the consumer journey, and
bringing out data led insights and stories.
10.49 MN UNIQUE USERS
41% more than initial benchmark
25.90 MN COMPLETED VIEWS
22% more than initial plan
78 K CLICKS
193% more than industry benchmark
AS COMPARED TO LAST YEAR, THERE IS
HUGE UPTAKE IN MEDIA BUYING AND
PLANNING EFFICIENCY
 23% decrease in eCPM
 12% decrease in eCPV
 67% increase unique users
reached, 23% more
impressions recorded at 5%
less investment