Key Metrics
Utilizing Zefr and Meta’s ASC product, Waitrose was able to ensure brand safety, while also delivering:
35%
LOWER COST PER PURCHASE RUNNING ZEFR'S ALLOW LISTS FOR THE ADVANTAGE+ SHOPPING CAMPAIGN
53%
HIGHER RETURN ON AD SPEND RUNNING ZEFR'S ALLOW LISTS FOR THE ADVANTAGE+ SHOPPING CAMPAIGN
The Story
Waitrose, the UK grocery chain, aimed to improve their performance on Meta’s Advantage Shopper+ Campaign (ASC) to acquire new shoppers while maintaining Brand Safety and Suitability.
The Goal
With the content environment critical for the brand, Waitrose turned to Zefr as their brand suitability data partner to help balance adjacency and performance.
The Solution
Waitrose's social team tested Zefr's Meta FAN Allow List on their ASC to achieve adjacency and performance. Zefr's proprietary suitability data ensured that Waitrose's brand safety and suitability would not be compromised.
In social video campaigns, when leveraging Zefr’s brand suitability data for ASC, the campaign proved out that brands do not need to compromise on brand suitability and performance.
“Leveraging Zefr’s Brand Suitability Data for Meta’s Advantage+ shopping campaign exceeded our performance expectations. We achieved higher ROAS and acquired new customers without compromising on brand safety and suitability.
Testing Meta’s new product, ASC and incorporating Zefr’s Allow Lists for FAN is a proven successful strategy, and we look forward to continuing our partnership in the future.”
Daisy Sollis, Digital Marketing Specialist, Meta — Waitrose