Successful Campaign Delivery & Brand Lift Study: Cupper
Brand Overview
Cupper is an international brand, founded in the UK in 1984 and distributed in Italy by Abafoods. Specializing in the tea and infusion sector, it was established with the mission to offer products that are ‘Natural, Fair and Delicious’.
The Challenge
In a competitive landscape dominated by brands with a well-established presence built over decades, Cupper’s goal was to strengthen its brand awareness in Italy. The need was not only to generate visibility, but also to embed the brand’s core values — Natural, Organic, and Sustainable — in consumers’ minds, turning superficial awareness into genuine purchase intent.
The Kiliagon Strategy: Precision and Perception
Kiliagon designed an integrated Campaign Delivery & Brand Lift Study to bridge the gap between high-impact visibility and the brand’s psychological resonance. The strategy was built on three key pillars:
- 1. Tech-Driven Strategy & Delivery
Using Amazon DSP video and display delivery technology, we implemented a cross-device campaign focused on capturing attention. Recognizing the habits of Italian digital consumers, delivery was heavily optimized for Mobile (78%), ensuring the brand was present in everyday micro-consumption moments.
- 2. Behavioral Targeting
The campaign was not a simple mass-distribution effort, but a targeted operation aimed at the most receptive segments connected to the Grocery & non-alcoholic beverages category.
- 3. Impact Measurement (BLS)
To go beyond traditional campaign metrics (Impressions, CTR, Reach), the campaign was paired with a rigorous Brand Lift Study.
By comparing a Control Group (not exposed to advertising) with an Exposed Group, we isolated the campaign’s true incremental impact on brand perception.
The Results: Quantifying the Lift
The campaign delivered outstanding performance at every stage of the marketing funnel:
- While 16.23% of the control group recalled the brand, this figure rose to 38.17% among exposed users. This translates into a 59.02% Lift: in other words, more than half of total brand recall within the target group can be directly attributed to the impact of the campaign.
- Perception of Brand Values The perception of Cupper as a “Natural” and “Organic” brand showed a clear increase, doubling its incidence compared with the control group (50.00% Lift). There was also a sharp decline in uncertain responses (“I don’t know”), confirming that the communication was extremely clear and distinctive.
- Brand Consideration Purchase intent rose from 12.25% in the control group to 24.00% in the exposed group. Applying the incremental impact metric, we obtain a 51.08% Lift, demonstrating that the campaign effectively generated nearly half of the total consideration observed.
- Competitive Positioning Brand Preference for Cupper showed the most significant growth. Based on the incremental value calculated from the results achieved, the brand strengthened its position as a leading alternative in the organic sector, clearly outperforming its direct competitors.
Note: Lift is calculated as the campaign’s incremental contribution to the total desired responses within the exposed group.
Key Success Factors: Why the Campaign Succeeded
1. “Mobile-First” Optimization for Micro-Consumption The 78% distribution on Mobile was not just a technical statistic, but a strategic choice to intercept “micro-moments”.
- The Impact: Instead of passive desktop viewing, the campaign reached modern consumers during their daily breaks—exactly when the desire for a tea or infusion is most latent—maximizing Ad Recall.
2. From Visibility to “Value Resonance” Kiliagon prioritized creative resonance to move beyond simple surface-level awareness.
- The Impact: By focusing obsessively on “Natural” and “Organic” attributes, the communication aligned the brand’s values with the consumer’s identity. This resulted in doubling the positive perception in these key categories.
3. High-Precision Behavioral Targeting The operation was surgically targeted at segments closely aligned with the wellness and organic lifestyle.
- The Impact: Reaching 87% of the core target (aged 18-59) ensured that every impression had a high probability of converting into Purchase Consideration (+51.08%) by speaking to those already interested in a healthy lifestyle.
4. Scientific Validation via Brand Lift Study (BLS) The use of third-party studies to measure the delta between the control and exposed groups was vital.The Impact: This scientific approach allowed for the validation of incremental effectiveness. We did not just measure views; we measured how much the ad actually moved the needle in purchase intent and Brand Preference.
Conclusions
The Cupper case demonstrates that when creativity meets precision technology, the results can be transformative. By leveraging real-time data and a robust Brand Lift Study, Kiliagon and Cupper did not simply deliver impressions — they generated a measurable shift in the way Italian consumers choose their next herbal infusion.
