27/08/2024 foodspring x Peak Ace Translating personas into campaign targeting

2 peakace.agency Agenda 01 Why invest in mid and upper funnel? Why YouTube? 02 How to master campaign planning 03 Foodspring - Elevated Nutrition 04 Translating personas into precise audience targeting for Foodspring 05 Turning strategy into measurable success

And why in YouTube? Why invest in mid and upper funnel?

4 peakace.agency Generate demand to drive sales today and tomorrow Growing demand ensures you don’t hit a “sales ceiling”. Influence consumers who are considering a purchase and create consistent future demand and drive sales growth. Source: Rethinking brand for the rise of digital commerce, WARC, 2021 Time Demand Sales without Added Investment Demand You Create Opportunity to Grow

5 peakace.agency Investing in a strong brand increases your business' resilience in uncertain times Increase in value on stock market Source: Kantar BrandZ 2021 Most Valuable Global Brands April 2006 - April 2021 Proprietary + Confidential 2006 2010 2014 2018 2019 2021 +463% BrandZ Top 10 Powerful Brands Portfolio +363% BrandZ Strong Brands Portfolio +224% S&P 500 +115% MSCI World Index

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7 peakace.agency Build high reach and frequency for all ages YouTube for advertising Absolute reach (coverage vs. census population), Germany ▪ Up to 58.7M adults age 18+ in Germany can be reached on YouTube in 4 weeks across all devices. ▪ With that, YouTube has a +94% coverage in young audiences, and 91% of these users are +25 years old. Source: Google Ads Reach Planner as of February 27, 2024, Germany. Total reach equals YouTube population. Reach by age: 50% Skippable In-Stream (CPM) + 50% Bumper (CPM), max. Reach available, time period March - May 2024. 18-24 Women 49% 51% Men 25-35 35-44 45-54 55-64 65+ 94% out of 5.5M 93% out of 9.7M 93% out of 10.1M 93% out of 9.7M 86% out of 11.3M 65% out of 12.4M

8 peakace.agency GOOGLE AI AWARENESS − VIDEO REACH CAMPAIGNS BRAND CONSIDERATION − VIDEO VIEW CAMPAIGNS PURCHASE CONSIDERATION − DEMAND GEN CAMPAIGNS DIRECT RESPONSE PMAX & SEARCH APP CAMPAIGNS Google is uniquely positioned as your partner in building a full-funnel marketing program

ON AVERAGE, YOUTUBE DELIVERS HIGHER ROI THAN TV AND OTHER ONLINE VIDEO Source: Nielsen: Compass ROl Benchmarks for US including all available results for two years from January 2020 - March 2022. TransUnion: commissioned MMM meta-analysis for the US including all available results for two years from January 2020 - December 2021. Ipsos MMA: MMM results for US including all available results for 2022

What do you need to think about before you start? How to master campaign planning

11 peakace.agency Every customer journey is unique They differ based on needs, business circumstances, personal preferences and behaviour We consider all potential touchpoints when creating a marketing strategy that best reflects the target audience’s user behaviour. Touchpoint n Touchpoint 4 Touchpoint 2 Touchpoint 5 Touchpoint 1 Touchpoint 3 Phase: Engage Induce buying decision Activate Generate traffic, conversions & leads Nurture Strengthen customer loyalty Reach Build brand awareness

12 peakace.agency If we want to open the width of the funnel, we need to go into "reach" and "engage" Opening the funnel & connect earlier with customers Reach Engage Activate Nurture …to make performance more efficient

13 peakace.agency The heart of our strategy: Deep audience connection Four strategic pillars that define our strategy Who is our target audience? Build detailed audience profiles based on demographics, attitudes, motivations, and more Audience 1 What do we communicate? Learn how to reach your audience by understanding what really moves them Content 2 Where and how do we reach the target audience? Discover how to best engage people through different channels, devices, and platforms Distribution 3 Media & KPI framework Validate and measure campaign effectiveness with robust analytics Measurement 4

14 peakace.agency Use internal data and historical user behavior to enrich the targeting 1 - Identify your audience Build detailed audience profiles based on demographics, attitudes, motivations, and more Industry research & competitor analysis Market potential & geographic analysis Understanding the target audience, customer journey & funnel

15 peakace.agency 2- Streamline your creatives Reach Engage Funnel steps Adaptation of the video content for brand awareness purposes or another predefined target Used to pursue a defined interaction that precedes the purchase - communication of detailed product information or further brand information Creative Audience Cold target group based on personas, market analyses, external and internal data and competitors Personae targeting, lookalike audiences & on- platform retargeting of an already warmed-up target group Presentation of the brand or product to create an initial touchpoint with the customer and possibly trigger an initial interaction More detailed communication about the product or brand with additional information and a clear call to action Communication What do you want to communicate and how do you adapt the content accordingly?

16 peakace.agency 3 - Distribution Using the right format for your goals Video Reach Campaign ▪ AI-powered, multiformat VRCs to help you reach your audience in all the ways they watch YouTube ▪ VRCs are designed to maximise your awareness goals, drive your message and increase the unique reach at a specific frequency goal Demand Gen ▪ Create and convert demand across YouTube and Google’s most immersive experiences ▪ Google AI determines the right ad format delivered to the right person at the right time to increase demand Video View Campaigns ▪ VVCs can help build brand consideration to move customers down the funnel ▪ Google AI VVCs maximise views across skippable in-stream, in-feed and shorts inventory at a single cost-per-view bid

17 peakace.agency 4 - Create upper-funnel goals to measure success Each funnel step needs individual goals based on the stage of the customer journey Each funnel step has individual goals Possible goals are reach, brand awareness or specific interactions or conversions that are located at the top of the funnel Define goals 1 Different goals need different KPI's Possible KPIs can be CPMs CPVs, CTRs or other metrics, but also conversion rates for upper funnel conversion events Define KPIs 2 Measurement is key for a successful campaign Clean tracking and continuous measurement of the individual steps optimizes the campaigns & generates insights for further steps Measure and report success 3

Elevated Nutrition

19 peakace.agency Introducing foodspring Mission and products – branding campaign Source: https://www.youtube.com/watch?v=tUMFjEQ0bEw&t=1s

20 peakace.agency At foodspring, our goal is to be viewed as a necessary part of a person’s active lifestyle routines. peakace.agency

21 peakace.agency 21 Our Mission We elevate people’s active lifestyles by providing what their bodies need when they need it.

22 peakace.agency peakace.agency foodspring Our products are crafted for busy lives. From shakes to snacks, foodspring offers natural, convenient nutrition that goes beyond sustaining— helping elevate active lifestyles and achieve fitness goals. With high-quality ingredients and great taste, our innovative products are trusted by many. Understanding our bodies need support and knowing where to turn is empowering. foodspring. Elevated Nutrition.

Leveraging detailed persona insights to drive impactful, data- driven YouTube targeting strategies for Foodspring Translating personas into precise audience targeting

24 peakace.agency Q2 campaign overview Focus Product driven campaign + new brand strategy Relaunch: Whey Protein Key objective Recruiting new consumers, reactivating & retaining current consumer base (non-alienate) Activation timeline From 22.04.2024 until mid-May Activation channels Cross-channel activation: Paid Media, Influencer mktg, CRM, Marketplace, Trade Mktg, SoMe

25 peakace.agency Decoding the fitness consumer From holistic health to competitive athletes Mental Holistic Health Body Transformation Athletic Performance Physical Smaller Bigger Amateur Competitive MORE HOLISTIC GOALS (Bigger overlap between goals) MORE SEGMENTING GOALS (You either want this or you don't)

26 peakace.agency From insights to action Leveraging consumer profiles to inform upper funnel strategies

27 peakace.agency Products Interests Demographics Crafting precision - Targeting strategies for effective reach Translating personas into targeting strategies ▪ By leveraging YouTube’s advanced targeting options, we focused on demographics, interests, and custom affinity audiences ▪ We created audiences based on foodspring's audience personas, combining demographic, in-market & affinity audiences ▪ Tightly focused product-specific keyword & website audiences targeted the audience looking for related products ▪ Google’s Audience Finder helped us uncover high-potential segments that were outside the box and with a high potential to attract new customers Efficient reach

28 peakace.agency Do your personas resonate with your content? Measuring the impact of targeted content on audience engagement Effective persona-based targeting isn't just about reach, it's about meaningful engagement. Analyse how each persona resonated with the content, and how these insights informed our ongoing strategy. 1. When distributing content, use your personas to gauge impact 2. Reach campaigns are an efficient testing tool 3. Identify where to scale when you see a connection 4. Tailor content for different personas 5. Multiple KPIs for performance evaluation

29 peakace.agency Identifying the most engaged audiences is crucial for optimising future campaigns and maximising ROI. The data-driven approach allows us to continuously refine our targeting strategies, ensuring that we focus our resources on the segments that deliver the highest returns. Identifying high-performing audiences Generate a clear view to identify engaging audiences for future campaigns

How our targeting precision translated into real-world impact Turning strategy into measurable success

31 peakace.agency Cost efficiency and audience engagement The campaign outperformed not only our own forecasts but also typical CPMs across other digital channels, delivering cost-effective reach. ▪ Forecasted CPM: €5.6 | Achieved CPM: €3.57 ▪ 10.7% below industry benchmark. Source: WordStream's "Online Advertising Costs" report YouTube €3.57 (Our Campaign) Facebook Industry average CPM around €5-6 Instagram Industry average CPM around €6-7 Display Advertising Industry average CPM around €3-4 €- €1,00 €2,00 €3,00 €4,00 €5,00 €6,00 CPM achievement CPM comparison across channels

32 peakace.agency Holistic performance Our YouTube campaign not only exceeded cost efficiency expectations but also drove substantial audience engagement, outperforming industry benchmarks. Expand reach to build awareness ▪ We achieved 27.4M impressions, reaching +11M unique users in Germany with a frequency of 2.6. ▪ The CPM was kept at a low cost of €3.80, which demonstrates the efficiency of the targeting strategy. Engage viewers to drive consideration ▪ +8.6M views in two countries, with a video completion rate (VCR) of 18% (21% DE, 15% IT) and a view-through rate of 17%. ▪ The cost per view was a very low €0.02, ensuring that our message was both cost-effective & widely seen. AWARENESS − VIDEO REACH CAMPAIGNS BRAND CONSIDERATION − VIDEO VIEW CAMPAIGNS PURCHASE CONSIDERATION − DEMAND GEN CAMPAIGNS

33 peakace.agency Looking forward – Checklist for success What we would apply to upcoming campaigns ▪ Build campaigns to succeed in the present but also to provide insights for future campaigns ▪ Consider & segment your audiences through multiple perspectives ▪ Campaigns should provide key insights, which can gauge the impact of creatives on individual audience segments ▪ Prepare for scaling so campaigns can handle bigger budgets & bigger rewards

34 peakace.agency What you should keep in mind 34 peakace.agency Different creatives for different audiences Consistency across all touchpoints Testing is key

Thank you! Any questions?