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Diageo

Diageo’s Johnnie Walker achieved a 2.94x higher CTR with Flow Audience Marketplace

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How to improve ROAS
Solution featured:
Flow Audience Marketplace
Flow Audience Marketplace
Industry:
E-commerce

52.8%

of all clicks resulted in higher intent click-throughs

2.94x

more effective CTR compared to other audience segment used

All while maintaining the CPM benchmark

Objective

Beverage company Diageo aimed to increase link clicks through digital advertising campaigns for their Johnnie Walker brand, focusing on known shoppers and driving traffic into key retailers.

Despite Johnnie Walker’s strong brand presence, optimising click-through rates (CTR) and lowering cost-per-click (CPC) remained a challenge. Their campaign needed refined audience targeting to maximise engagement and achieve cost-effective link clicks, ensuring a strong return on ad spend.

Solution

Flow provided a custom audience solution using first-party data audiences to attract specific high-converting and consumers. By using Flow’s SnapnSave audience – consisting of shoppers who frequent leading SA retailers – Diageo was able to reach relevant, high-intent shoppers through targeted messaging on digital platforms.

These results highlight the effectiveness of targeting SnapnSave audiences, particularly with Johnnie Walker Black driving the highest number of clicks, which is the most aligned with the audience segment.

Audiences used:

“Flow’s use of SnapnSave audiences helped Johnnie Walker reach a highly engaged segment of consumers, resulting in impressive link clicks and engagement metrics. We’re thrilled with the campaign’s performance and look forward to further optimisation.”

Gary Rice
OMD South Africa, E-commerce Director

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