Key Metrics
Utilizing Zefr and Meta’s ASC product, Waitrose was able to ensure brand safety, while also delivering:
![](/imager/general/96259/3_2024-05-23-192028_kwxe_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/96259/3_2024-05-23-192028_kwxe_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
35%
LOWER COST PER PURCHASE RUNNING ZEFR'S ALLOW LISTS FOR THE ADVANTAGE+ SHOPPING CAMPAIGN
![](/imager/general/96164/QSR-3_2024-05-23-191541_ekvl_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/96164/QSR-3_2024-05-23-191541_ekvl_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
53%
HIGH RETURN ON AD SPEND RUNNING ZEFR'S ALLOW LISTS FOR THE ADVANTAGE+ SHOPPING CAMPAIGN
![](/imager/general/63394/scott-warman-NpNvI4ilT4A-unsplash_04628e7e7dcdbd3fe2833e6b86e06fa8.jpg 2400w 1600h, /imager/general/63394/scott-warman-NpNvI4ilT4A-unsplash_4b32b63c5c28c858e051e9d1a2a717a1.jpg 1600w 1066h, /imager/general/63394/scott-warman-NpNvI4ilT4A-unsplash_b8a7d9426d44becbfab22c3e3256f6d7.jpg 1200w 800h, /imager/general/63394/scott-warman-NpNvI4ilT4A-unsplash_c55d2da32a1a12d068f00f3ec0f7f79a.jpg 800w 533h, /imager/general/63394/scott-warman-NpNvI4ilT4A-unsplash_5dbced9873927dbc00aa1bed763f6f2b.jpg 400w 266h)
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 Results
Utilizing Zefr and Meta’s ASC product, Waitrose was able to ensure brand safety, while also delivering:
![](/imager/general/96260/10_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/96260/10_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
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.
![](/imager/general/95837/Careers-1_c55d2da32a1a12d068f00f3ec0f7f79a.png 167w 165h, /imager/general/95837/Careers-1_5dbced9873927dbc00aa1bed763f6f2b.png 167w 165h)
35% Lower Cost Per Purchase
Running Zefr's Allow Lists for the Advantage+ Shopping Campaign
![](/imager/general/96110/Atrium-3_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/96110/Atrium-3_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
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.
![](/imager/general/96262/Careers-4_2024-05-23-192229_ekzy_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/96262/Careers-4_2024-05-23-192229_ekzy_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
53% Higher Return on Ad Spend
Running Zefr's Allow Lists for the Advantage+ Shopping Campaign
![](/imager/general/Decals-Backgrounds/32559/video-swoosh-08_e3d8b0c520d6982cf6bb89a89234ca36.png 3000w 2073h, /imager/general/Decals-Backgrounds/32559/video-swoosh-08_04628e7e7dcdbd3fe2833e6b86e06fa8.png 2400w 1659h, /imager/general/Decals-Backgrounds/32559/video-swoosh-08_4b32b63c5c28c858e051e9d1a2a717a1.png 1600w 1106h, /imager/general/Decals-Backgrounds/32559/video-swoosh-08_b8a7d9426d44becbfab22c3e3256f6d7.png 1200w 829h, /imager/general/Decals-Backgrounds/32559/video-swoosh-08_c55d2da32a1a12d068f00f3ec0f7f79a.png 800w 553h, /imager/general/Decals-Backgrounds/32559/video-swoosh-08_5dbced9873927dbc00aa1bed763f6f2b.png 400w 276h)
![](/imager/general/63541/waitrose_04628e7e7dcdbd3fe2833e6b86e06fa8.jpg 1536w 1024h, /imager/general/63541/waitrose_4b32b63c5c28c858e051e9d1a2a717a1.jpg 1536w 1024h, /imager/general/63541/waitrose_b8a7d9426d44becbfab22c3e3256f6d7.jpg 1200w 800h, /imager/general/63541/waitrose_c55d2da32a1a12d068f00f3ec0f7f79a.jpg 800w 533h, /imager/general/63541/waitrose_5dbced9873927dbc00aa1bed763f6f2b.jpg 400w 266h)
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