Driving 19X ROAS and +117% Incremental Revenue: The Aptamil Success Story
The Retail Challenge
Danone’s Aptamil sought to strengthen its market position in the baby nutrition category by driving both new shopper acquisition and repeat purchases. The campaign specifically aimed to increase sales for promoted SKUs, with a focus on multi-pack formats, while maintaining loyalty among existing buyers. The Challenge was to achieve measurable revenue growth while re-engaging lapsed shoppers and winning share from competitor brands.
Retail Media Strategy
Precision Media managed a targeted off-site campaign across Meta and Programmatic Display, using MAF’s first-party data to reach high-intent parents.
The campaign focused on Aptamil baby product and diaper buyers, with creatives optimized for Meta to maximize engagement. The 800g multi-pack SKU was highlighted as the hero product to drive volume and larger basket sizes.
Precision Media
Solution Used
Solution Used
Off-Site
Campaign Results
The campaign delivered strong commercial outcomes and shopper acquisition:
19.2X
ROAS across promoted SKUs
+117.5%
incremental revenue
+120.8%
incremental shoppers
28%
average basket size growth
31.2%
total revenue uplift vs pre-campaign period
Campaign Results
The campaign delivered strong commercial outcomes and shopper acquisition:
19.2X
ROAS across promoted SKUs
31.2%
total revenue uplift vs pre-campaign period
+117.5%
incremental revenue
+120.8%
incremental shoppers
28%
average basket size growth
Key Takeaways
Meta proved to be the top-performing channel, delivering stronger engagement and conversions than programmatic display.
First-party audience targeting successfully drove shopper acquisition, with 39% of buyers being new to Aptamil.
Featuring multi-pack SKUs increased basket size and revenue, reinforcing their importance for future campaigns.
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