Through Flow’s commerce media platform, Woolworths was able to activate its first-party audience data and make it available to supplier brands in the beauty category.

Using Woolworths’ rich shopper signals and the Flow Platform, these beauty groups could book hyper-specific segments: verified skincare buyers, repeat fragrance shoppers, and beauty enthusiasts with high purchase intent. These segments were retargeted across all placements on Meta. Shoppers were directed to the appropriate product pages via Woolworth’s ecommerce store where they could purchase. 

Campaigns reached a total of 3.6 million Woolworths shoppers and drove over 131,000 high-intent clicks to product landing pages. The brands used these results to build retargeting pools, test new segments, and refine creative based on real behaviour, creating a full-funnel feedback loop they could scale over time.

For the brands, it meant smarter targeting, faster activation, and stronger results. For Woolworths, it kick-started their entire commerce media offering, transforming their shopper audience into a powerful performance lever and strengthening relationships with supplier brands in the process.