Published date: Monday, 10 December 2018

LoopMe & IRI partner to close the loop on brand advertising for Twinings

Twinings are the first UK brand to utilise PurchaseLoop Sales, providing an attributable advertising solution

London 10/12/18: Today, LoopMe, the global AI and attribution platform announce their UK partnership with IRI to close the loop on brand advertising. With the development of PurchaseLoop Sales, brand marketers can now optimize to purchase intent in real-time and receive attribution on their advertising spend.

The first brand to adopt PurchaseLoop Sales for their advertising is Twinings through their media agency, the7stars, as part of their current Superblends campaign. Twinings Superblends are a delicious new range of green teas and infusions expertly blended with botanicals, natural fruit flavours and added vitamins and minerals – to keep you feeling at your best every day.

Through PurchaseLoop Sales, Twinings will receive sales attribution through IRI, combined with real-time optimisation to purchase intent and detailed audience insights.

Alex Jackson, Digital Marketing Manager at Twinings commented, “Reaching our target audience with relevant promotional content at just the right moment is key to delivering an effective demand campaign. Through LoopMe and IRI we’ve found a smart solution to achieve just that – tightening the path to purchase for our consumers whilst also giving us a tangible and attributable return on our investments.”

PurchaseLoop Sales

PurchaseLoop Brand, LoopMe’s multi-award winning product runs throughout the campaign, using first-party data and surveying to optimize to purchase intent. These models update in real-time, ensuring each impression is delivered to consumers who are most likely to increase purchase intent of Twining’s Superblends Tea collection. Post-campaign, IRI Sales Lift provides sales figures, reporting on incremental sales, media ROI and sales uplift.

‘Recent research from Xaxis found that 71% of marketers think it’s become more difficult to evaluate the effectiveness of their digital media investments in recent years. This is simply not good enough, given that digital media accounts for 63.8% of ad spend,’ commented Stephen Upstone, CEO & Co-Founder of LoopMe. ‘LoopMe continues to focus its product developments on media metrics that really matter, whether this is awareness, visits and now sales. We’re thrilled to have Twinings as our first client and look forward to sharing the independent, measurable results soon.’

Carl Carter, Head of Marketing Strategy & Effectiveness at IRI commented: ‘We work with many brands and advertising solutions in media attribution, but were particularly excited to work with LoopMe. The fast pace of adtech has seen many players come to market with purported ‘unique capabilities’ to deliver sales to FMCG brands. LoopMe’s technology and the benefit it can bring to brands has become apparent through the partnership and we want to help our clients make the most of their advertising spend. The best way to do this is through impartial sales-based analysis to quantify the impact.’

PurchaseLoop Sales joins the LoopMe’s advanced product suite, including PurchaseLoop Visits which optimizes towards foot traffic and PurchaseLoop Brand which optimizes to brand metrics such as awareness and intent. PurchaseLoop Brand has been awarded Best Technology at the IPA Media Owner Award and Best Video Ad Tech Innovation at the Digiday Video Awards Europe.

About LoopMe

LoopMe was founded with the mission of closing the loop on brand advertising. Its full-stack tech platform harnesses mobile data, using a powerful combination of attribution, Artificial Intelligence and analytics to deliver outstanding campaign performance against brand outcomes – consideration, purchase intent, foot traffic and sales.

About IRI

IRI is a leading provider of big data, predictive analytics and forward-looking insights that help FMCG, OTC healthcare organisations, retailers and media companies to grow. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI guides more than 5,000 clients globally in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver growth. Follow IRI on Twitter

About Twinings

At Twinings, we’ve always been fascinated by the amazing possibilities of tea, herbs and botanicals & what they can do for people. That’s why for over 300 years, our master blenders & experts have been crafting the very best from nature and pioneering the latest new blends; from Earl Grey and English Breakfast to our delicious Superblends or Cold Infusions.