Launching a new product into the right postcodes — not the entire country.
Build awareness and trial in the postcodes most likely to convert.
The situation.
Your brand is launching a premium organic SKU into the German market. The product costs 35% more than your standard line. You have €2M in launch budget and 12 weeks to establish trial and first repeat. The wrong postcodes or wrong audience will waste 60% of the budget.
Why today fails.
The plan targets "Adults 25–54, Health-Conscious" nationally — millions who will never buy at this price point, missing thousands of premium buyers in postcodes the agency overlooked. There is no pre-launch intelligence on where organic category growth, purchasing power, distribution and competitive weakness intersect. Post-launch measurement takes three months — by then the budget is spent and course-correction is impossible.
How it runs end-to-end.
A step-by-step walkthrough of what happens inside the platform — and the value delivered at each step.
- 01
Market opportunity mapping — Sales IQ + Brand Brain, 10 minutes
Brand Brain analyses weekly retail sales across the organic category, identifying 340 postcodes with 25%+ YoY category growth, filtering for PP index above 115, confirming the SKU will be stocked in target stores, and flagging postcodes where competitor organic brands are weak. Returns a ranked opportunity map.
Value deliveredData-driven launch market selection. Not "Southern Germany" — specific postcodes ranked by opportunity score.
- 02
Audience build — Shopper IQ, 5 minutes
HyperPersona "Premium Health Seekers": shoppers buying organic in adjacent categories, with PP > 115, shopping at retailers stocking the SKU, who are not heavy buyers of the leading competitor. Plus a loyalty audience of "category-curious" shoppers who browsed organic products on retailer apps but did not purchase in 90 days.
Value deliveredAudience based on real purchase and browsing behaviour, filtered by ability to pay.
- 03
Three-tier launch cascade — Brand Brain
Tier 1 Awareness (weeks 1–4): CTV + Social to Premium Health Seekers in 340 postcodes; lifestyle hero creative. Tier 2 Consideration (weeks 3–8): DOOH near stores stocking the SKU; product-focused with "available here" messaging. Tier 3 Trial (weeks 5–12): Display + mobile retargeting for exposed shoppers; first-purchase incentive (co-funded with retailer where possible). Budget split 40/30/30.
Value deliveredFull-funnel strategy informed by where the product is stocked, who can buy, and what purchasing power exists locally.
- 04
Activation & creative — same day
Creative Intelligence generates a 30-second CTV spot, 15-second social, store-proximity DOOH and product-focused retargeting — each scored by Sales Impact Predictor. DCO adapts by region: PP > 130 leads with "premium quality"; PP 115–130 leads with "better for your family" value justification.
Value deliveredRegion-adapted creative from a single brief — not one ad for all of Germany.
- 05
In-flight measurement — continuous
Week 2: awareness +4 points in exposed postcodes vs. zero in control. Week 4: first purchases appearing in weekly retail data, trial rate 3.2% in Tier 1. Week 6: Brand Brain recommends shifting 15% from Tier 1 to Tier 3 — awareness goal met, trial conversion needs acceleration. Week 8: repeat rate among first-time buyers 34%.
Value deliveredReal-time visibility into launch performance. Course-correction mid-flight, not post-mortem.
- 06
Launch report — post-campaign
Reach 4.2M unique adults; awareness +11 points in exposed postcodes; consideration +6; sales +18% incremental, 127K trial units; 34% repeat within six weeks; 89% new-to-brand; ROAS 1.9x (acceptable for launch). Brand Brain recommends shifting 15% to Tier 3 next flight based on MMM marginal ROI.
Value deliveredLaunch success measured at every level — awareness, trial, repeat, revenue — plus a data-backed plan for the next flight.
Benchmark ranges.
Drawn from the platform's capabilities. Use as projections, not guarantees.
- Awareness lift
- 8–15 points
- Trial rate in target postcodes
- 2–5%
- Repeat purchase rate
- 25–40%
- Incremental units (12 weeks)
- 80K–150K
- ROAS (product, launch phase)
- 1.5–2.5x
The question, the bridge, the proof.
“When you launched your last new product, how did you decide which postcodes to target? And how long did it take before you knew if the launch was working?”
“What if you could see exactly which postcodes have the right combination of category growth, purchasing power and distribution — and then measure trial and repeat rates in real time, not quarterly?”
Keep reading.
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Proving advertising ROI to the CFO — in finance language.
Replace impression decks with reports the CFO actually reads: incremental units sold, cost per unit, ROAS at the product level — validated by matching exposure to retailer transactions.
Optimising trade promotion spend — store by store.
€12M of trade promotions across 30,000 stores, where 40–60% is wasted on stores already dominated or below the demand threshold. Score every store, match the right promo to each, and amplify with hyperlocal media.
Winning back lapsed shoppers — segmented by why they lapsed.
340,000 loyalty-identified shoppers haven't purchased in 90 days. Each represents €45 a year. Segment by lapse reason, run three parallel campaigns, and recover real revenue measured against retailer transactions.