Campanie
General Information:
Strategic approach:
| Strategic approach: |
In 2023, Google’s plan to phase out third-party cookies created intense pressure from international stakeholders to establish a robust first-party data strategy. While the urgency was clear, we wanted to ensure that any investment—both in time and resources—would deliver measurable ROI before scaling the approach across multiple brands. Neumarkt took the lead, becoming a pioneer in this initiative by launching its first-party data collection efforts mid-2023. Then, in 2024, Google announced a delay in deprecating third-party cookies, extending their lifespan. However, by that point, we had already built a high-value audience pool—so the logical next step was to test its effectiveness. Global studies have shown that first-party data delivers superior quality and stronger media performance—audiences who are already engaged with a brand tend to respond more positively. But would the same hold true in Romania’s highly competitive beer market? With Caraiman making a strong entrance in 2024, the mainstream beer category has become even more dynamic. In a landscape where every detail counts, leveraging first-party data could be the game-changer that drives stronger results and deeper consumer connections. Now, it was time to put that theory to the test. |
Execution:
| Images: | |
| Video Link: |
