HiPP follows on with new programmatic campaign


HiPP activated Adimo shoppable formats via MediaCom’s PST allowing them to track click-based ‘add to basket’ sales with key retailers

HiPP Organic’s latest campaign will overcome the traditional barriers of tracking ad effectiveness by connecting with their key retailer sites to track click-based sales. The new shoppable ads were planned and executed via MediaCom’s Programmatic team.

The organic formula milk and baby food company’s most recent Follow-on Milk campaign will overcome the issue of accurately attributing sales performance on third party sites. By partnering with Adimo, a tech platform which connects content, commerce and customer behaviour, HiPP’s new campaign, devised by MediaCom, will deliver volume and value of sales data delivered across all retailers during the campaign.

Partnering with Adimo provides an exciting solution to an existing model in which advertising impact was hard to measure across external websites. As a result, the MediaCom Programmatic team have been able to service their client with a wealth of new metrics, including sales impact, interaction and engagement.

Furthermore, the technology used in the campaign is cookieless which means that basket information won’t expire with the cookie – instead sales will still be recorded even if it happens several months after the original move to add to basket.

The campaign was made also made possible by Saint Nicks, who built the creative, ensuring it was ‘shoppable’ ready.

We’re really excited to trial shoppable formats to support our retail partners in a bid to increase visibility of our Follow On Milks product range. This will give us insight in to sales performance on third party retailer sites which we’ve previously been unable to attribute to our display activity.

Anthony Musto
Digital and Ecommerce Manager at HiPP Organic UK

MediaCom Credits:
Tom Marsden – Associate Director
Jaspinder Singh – Senior Account Manager
Tanjit Pulahi – Associate Director
Rebecca Etchells – Associate Director
Luke Haslam – Senior Programmatic Operations Manager

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