A Century-old brand, a brand-new audience
Turning Data into a Sales Engine
Turning Data into a Sales Engine
Shelf Trust to Screen Time
The Challenge
Since 1929, JOZO Salt has earned its place in pantries across Europe, built almost entirely on retail presence and offline brand awareness. But the next generation of household decision-makers doesn't discover brands on a supermarket shelf, they discover them mid-scroll, mid-stream, across a media landscape that's split further every year between Connected TV, social, and digital video.
JOZO needed to reach a new audience aged 25 to 55, with a female skew, across the Nordics and Benelux, without trading away the premium trust it took nearly a century to build.
The Approach
A fragmented audience needs a media strategy built the same way.
Not one big bet on a single channel, but coordinated reach across every platform where that audience actually spends time. So instead of treating Premium CTV, FAST, YouTube, and Meta as separate line items, we designed them to work as one system, each doing a specific job, each reinforcing the others. To build reach without diluting that premium feel, we:
- Built a multi-channel strategy across Premium Connected TV, FAST streaming, YouTube, Meta, and a dedicated landing page
- Split the campaign into two phases: Burst for fast and broad reach, and Sustain for frequency and engagement
- Gave each channel a distinct job: YouTube for scale, Meta for reinforcement, Premium CTV for attention and quality, FAST for efficient incremental reach
- Adapted three creative lengths, 45, 10, and 6 seconds, to match how each platform's audience actually watches
We Fused premium video and streaming reach to put JOZO in front of 3.7 million unique accounts across six markets.
We Fused premium video and streaming reach to put JOZO in front of 3.7 million unique accounts across six markets.
Bringing it To life
The Goal
Meet audiences across platforms, not in one place. That was the guiding principle. Rather than picking one channel and pushing it hard, we layered four, each built to reach JOZO's new audience in a different moment of their day.
The Pivot
Days before launch, Amazon Prime Video inventory dried up, the Soccer World Cup had driven demand through the roof. Rather than scale back, we redirected that budget into Premium Connected TV and FAST through DV360, keeping the campaign's premium quality and reach intact without losing a step.
The Burst Phase
Long-form storytelling opened the campaign, built to introduce JOZO to a new audience fast and land reach across every market from day one.
The Sustain Phase
Shorter, sharper creative kept JOZO visible after launch, tuned for frequency and engagement rather than one-off impact.
Results
Our Successful Results
- Impressions
- 3 M
- Video views
- 2 M
- Unique accounts reached
- 1 M
The campaign beat target on every platform:
420.7% of target on YouTube video views | 360.4% of target on Meta ThruPlays | 160.3% of target on FAST completed views | 134.8% of target on Premium CTV completed views
Where the reach came from:
Meta: 40% of total reach | YouTube: 33% of total reach | Premium CTV: 17% of total reach | FAST: 10% of total reach
Sweden and the Netherlands led on scale
Contributing close to 39% of total reach between them. Denmark and Belgium helped sharpen overall campaign efficiency, keeping CPMs and CPVs under control across the mix. Every euro of the roughly €81K budget landed within a few percent of plan.
Beyond Awareness
The interest didn't stop at the media. On the landing page, 43.5% of measurable visitors stayed engaged for 45 seconds or more, and 42.9% scrolled halfway down the page or further.
People weren't just seeing JOZO. They were looking it up.
What's Next
The Bottom Line?
A 95-year-old brand, one World Cup-Sized curveball, and 3.7 million people who noticed anyway.
The Bottom Line?
A 95-year-old brand, one World Cup-Sized curveball, and 3.7 million people who noticed anyway.
Ready to Supercharge Your Sales Engine?
Talk to our team today.