Tracksuit

How MILKRUN used Out-Of-Home media with JCDecaux to drive brand awareness

December 2nd, 2024

Written by

Author Image
Tracksuit
Back of a bus features a MILKRUN ad
  • MILKRUN ran an out-of-home advertising campaign with JCDecaux over April to June ‘24, and from April to September, the delivery service brand saw a 6% increase in Awareness (e.g. approx 500,000 more Australians who know what MILKRUN is!).

  • Following the successful Out-of-Home activity through JCDecaux, MILKRUN reported an increase in app downloads and website visits, including a significant increase in new customers (20.23%).

  • Using witty copy and bold visuals, MILKRUN also successfully communicated its unique value proposition of ultra-fast delivery, with Tracksuit data showing customers perceive the brand as “quick” and “convenient”.

Imagine this: you’re in your pyjamas, contacts out, pimple patches on, and you’ve started your go-to-bed routine only to find your toothpaste has run out. How do you get some on your toothbrush, stat, without having to jump into the car and shuffle along the grocery aisles in your slippers? That’s where MILKRUN steps in: a delivery service that can get groceries to the door in minutes.

MILKRUN, powered by Woolworths, is a challenger brand coming up against established services in Australia like Doordash and Coles. They have nailed standing out from the crowd with their playful boldness. It’s authentic, it’s relatable – and it’s fast.

“We challenge the status quo by offering ultra-fast delivery, a curated selection of products, and a fun, engaging brand experience,” Sandy Mangion, Senior Marketing Manager at MILKRUN says.

The messaging has obviously worked, with people thinking MILKRUN is “quick”, “convenient” and “easy”, as well as “modern” and “innovative”.


When you’re coming up against the big boys, getting cut-through can be hard. However, MILKRUN is a brand that is clearly on the way up, with impressive growth that is outperforming its competitors in the same category.

Getting in front of new customers 🚗


Alongside strong content that resonates, a memorable visual identity, and a concentrated effort at building a sense of community using social media, MILKRUN ran a successful, multiformat Out-of-Home campaign with JCDecaux to take advantage of the mass reach and high impact opportunity.. Between April to June this year the campaign resulted in an uptick in both performance and brand metrics.

MILKRUN’s Out-of-Home campaign effectively communicated its unique value proposition - speedy grocery delivery - by executing its creative in a typical MILKRUN way: with play and personality. “We used bold colours and witty copy to stand out from the other ads,” Sandy said.

The main goal of the campaign, strategically placed across public transport stops (small format), billboards, buses and trams, was to drive new customer acquisition and increase brand awareness – crucial for a fairly new brand to the category.


The results were significant. Post-campaign, app downloads experienced a 5.30% lift; app sessions a 30.07% lift; web visits a 36.76% lift; and new customers a 20.23% lift.

“We were thrilled with the results – seeing such significant increases across app downloads, sessions, web visits and new customers is a testament to the effectiveness of our campaign in driving measurable impact,” Sandy said.

“The 20.23% uplift in new customers is the most significant of these, as our primary goal was to expand our customer base. The increase in new customers demonstrates that the campaign effectively reached our target audience and motivated them to try MILKRUN.”


Track to understand impact 🧠

Tracksuit’s data shows that MILKRUN enjoyed a 6% increase in awareness between April ‘24 and September ‘24 (about 500,000 more Aussies) – the only online grocery delivery service that saw an increase in awareness during this time. It also saw an increase in Usage and Preference, both of which went up by 2%. Again, MILKRUN was the only brand in this category to experience an uplift in Preference during this time period, translating into around 147K humans that now prefer MILKRUN over any other grocery delivery service.

In addition, the people who use MILKRUN believe it is a brand “really on the way up” (6% more than the competitor average).

“Always-on brand tracking with Tracksuit has been invaluable for us. It provides continuous insights into brand health, allowing us to monitor key metrics like awareness, consideration, and preference over time. This data helps us understand the impact of our marketing campaigns, including our Out-of-Home activations, and make data-driven decisions to optimise performance and target audience segments,” Sandy said.

The real world effect 🌎


It is increasingly hard to get attention in the digital space, where content slips past you at the speed of 7-second videos – but JCDecaux allows you to be in guaranteed high traffic areas in the real world. In addition, programmatic Out-of-Home allows for precision targeting of specific demographics.

“Out-of-Home will continue to be a key component of our marketing strategy. Given the strong results we've seen, we plan to increase our investment in Out-of-Home and explore new formats and placements. We're particularly interested in incorporating more digital and interactive Out-of-Home experiences to further engage our audience. We're excited to continue leveraging its potential to drive brand growth,” Sandy told us.

According to a report by JCDecaux, 8 in 10 surveyed Australian advertisers believe programmatic Out-of-Home advertising offers “innovative opportunities”.

It’s also complementary to advertising on other channels, known as a “priming” effect: people recall seeing the advertising out-of-home, and are more likely to convert when seeing further advertising of the brand in other mediums.

This campaign was launched as part of a partnership between Tracksuit and JCDecaux reinforcing the importance of Out-of-Home media across the sales funnel.

Share

Start growing your brand today.