FMCG brand, Ingham’s has increased its share of the whole chicken category by 27%, following a recent audience-led campaign on oOh!media’s small format network.

Designed to drive awareness and conversion of ‘The Free Ranger’ in New South Wales and Victoria, the campaign used oOh!’s new Better Ways to Buy planning tool, Smart Reach.

oOh! worked with media agency Bohemia to target category buyers based on actual transactions mapped to each of oOh!’s signage locations to maximise reach to the right audience across digital and classic small format street and retail assets.

The audience-led approach resulted in almost three-quarters (72%) of Ingham’s buyers being new to the brand, with the proportion of new buyers 50% higher for Ingham’s compared to the broader category.

In addition, the overall number of buyers of The Free Ranger surged 30%, compared to a small 3% increase for the whole chicken category. These results were achieved with oOh! as the sole media partner and no other media support.

Ingham’s group chief marketing officer, Seb Brandt said oOh!’s data-led planning approach and additional post campaign reporting had altered his perception of Out of Home.

“This new platform and data set from oOh!media is the future of Out of Home. My biggest nervousness around outdoor in the past has stemmed from wastage, high eyeballs and low cut through,” he said.

“The Free Ranger campaign has proven that we can use outdoor as a targeted message for a new and emerging brand with specific geotargeted distribution. We are looking forward to using oOh!’s Smart Reach planning tool again soon.”

oOh! chief sales officer, Tim Murphy said that Better Ways to Buy offered enormous potential for brands to reach their category buyers in significant numbers.

“The power of Out of Home to reach audiences at scale has reached a crucial point, where we can clearly demonstrate our network’s ability to drive campaign success,” he said.

“The team worked closely to optimise campaign placement, delivering the right mix of assets and locations to achieve a fantastic outcome for the Ingham’s brand. We look forward to offering up the Better Ways to Buy planning and reporting approach for all clients wishing to plan to the attributes which are proven to maximise their ROI.”