National Foods Limited (NFL), a major Pakistani food brand, launched a direct-to-consumer (DTC) store to connect with expatriate Pakistanis in the US and Canada. The challenge was identifying the right audience, which was solved through Brainchild’s second-party data marketplace.
Data-Driven Solution:
BCP partnered with local publishers to utilize Google’s DV 360 and second-party data to target relevant audiences in North America. The data, including behavior and purchase intent, was shared with advertising tech partners like AppNexus and Oracle BlueKai.
Results:
This targeted approach led to a significant improvement in campaign performance, with click-through rates rising between 4% and 18%. The campaign reached 50% of the target audience and helped NFL better connect with its audience, particularly in the male-dominated grocery decision-making space.
Future Goals:
NFL plans to expand its presence in North America with tailored product offerings, aiming to become the top choice for expatriates seeking familiar flavors from home. The campaign demonstrated scalability, privacy compliance, and effective targeting.