{"id":137743,"date":"2025-12-16T12:27:49","date_gmt":"2025-12-16T11:27:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=137743"},"modified":"2025-12-16T12:27:50","modified_gmt":"2025-12-16T11:27:50","slug":"hoe-retailmedia-martini-aan-een-iconische-comeback-hielp","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/hoe-retailmedia-martini-aan-een-iconische-comeback-hielp\/","title":{"rendered":"Hoe retailmedia Martini aan een iconische comeback hielp"},"content":{"rendered":"\n<p>[Publireportage] Hoe zet je <strong>Martini <\/strong>opnieuw in de markt als tijdloos Italiaans aperitief? De<br>iconische fles kreeg een nieuw jasje, en samen met <strong>MMD<\/strong>, het retailmediaplatform van <strong>Delhaize<\/strong>,<br>bouwde het merk een ge\u00efntegreerde campagne die onomstotelijk aantoonde hoe <em>above-the-line<\/em><br>en retailmedia elkaar versterken.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Bewijs dat complementariteit werkt<\/h2>\n\n\n\n<p>De relaunch van Martini\u2019s iconische fles had heldere doelen: Martini opnieuw positioneren als<br>een premium, Italiaans, iconisch lifestylemerk, en nieuwe aperitiefconsumenten voor zich<br>winnen. De fles kreeg een nieuw ontwerp, nieuwe verpakking en nieuw receptuur, ondersteund<br>door een mediaplan dat nationale kanalen en retailmedia volledig integreerde.<\/p>\n\n\n\n<p>Above-the-line zorgde voor brede zichtbaarheid via TV, online video, <em>out-of-home<\/em> en digitale<br>campagnes, terwijl MMD een 360\u00b0 retailmediaplan activeerde, van digitale schermen in winkels<br>tot gepersonaliseerde e-mailcampagnes en structurele instore-visibiliteit. H\u00e9t centrale<br>uitgangspunt: complementariteit is cruciaal.<\/p>\n\n\n\n<p>Maar hoe bewijs je dat die complementariteit aantoonbaar werkt? Wat Martini en MMD bovenal<br>wilden, waren eindelijk harde bewijzen. Daarom schakelde het duo Kantar in voor een volledige<br>brand- en salesliftstudie \u2014 een opvallende primeur, want Kantar werkt in Belgi\u00eb met geen enkel<br>andere retailmedia-saleshouse. De resultaten overtuigen zelfs de grootste sceptici en de case<br>kaapte zilver weg op de IAB MIXX Awards.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Merkmetrics op hoger niveau<\/h2>\n\n\n\n<p>Kantar analyseerde bereik, merkindicatoren en verkoop. De studie toonde zo dat retailmedia<br>zowel incrementeel bereik als sterke merkwaarde toevoegen. Retailmedia op zich zorgden al<br>voor 42% overweging en 52% \u201cawareness\u201d, maar door TV, online video, social en retailmedia te<br>combineren, steeg de merkoverweging met liefst 65%.<\/p>\n\n\n\n<p>Wie met de retailmedia van MMD in aanraking kwam, overwoog Martini 26% meer en (her)kende<br>Spritz Martini 18% vaker. Met een crossmediabereik van 80% voegde MMD bovendien nog een<br>procent uniek bereik toe: een kleine maar zeer waardevolle groep shoppers die andere kanalen<br>niet bereiken.<\/p>\n\n\n\n<p>15% van de extra verkoop was direct gelinkt aan de omnichannelcampagne, zo bleek, waarvan<br>meer dan een derde te danken was aan de activaties van MMD. Retailmedia leveren dus ruim<br>een derde van alle extra verkoop, terwijl hun aandeel in de investeringen veel kleiner is. 40% van<br>de ontvangers opende de gepersonaliseerde digitale campagne bovendien en gaf 77,5% meer<br>uit aan het merk \u2013 een uitzonderlijk hoge respons in FMCG.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Retailmedia: de brug in de <em>funnel<\/em><\/h2>\n\n\n\n<p>Wat andere merken van die resultaten kunnen leren? Retailmedia is duidelijk niet het einde van<br>de marketingfunnel, het vormt net de brug \u2013 tussen branding en conversie, tussen nationale<br>massamedia en lokale shopperrelevantie.<\/p>\n\n\n\n<p>De case bevestigt wat de retailmarkt al langer aanvoelt, maar nog niet kwantitatief kon<br>aantonen: wanneer above-the-line en retailmedia perfect op elkaar aansluiten, stijgen<br>merkliefde \u00e9n verkoop tegelijk. De cijfers liegen niet \u2014 en ze zetten de toon voor hoe retailmedia<br>evolueren van \u2018toevoeging\u2019 naar strategische spil in de marketingmix.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[Publireportage] Hoe zet je Martini opnieuw in de markt als tijdloos Italiaans aperitief? De<br \/>\niconische fles kreeg een nieuw jasje, en samen met MMD, het retailmediaplatform van Delhaize,<br \/>\nbouwde het merk een ge\u00efntegreerde campagne die onomstotelijk aantoonde hoe above-the-line<br \/>\nen retailmedia elkaar versterken.<\/p>\n","protected":false},"author":5,"featured_media":137729,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[196],"topic":[488,318],"region":[],"class_list":["post-137743","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-delhaize","topic-marketing","topic-publireportage"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hoe retailmedia Martini aan een iconische comeback hielp - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"[Publireportage] Hoe zet je Martini opnieuw in de markt als tijdloos Italiaans aperitief? De iconische fles kreeg een nieuw jasje, samen met MMD, het retailmediaplatform van Delhaize.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/hoe-retailmedia-martini-aan-een-iconische-comeback-hielp\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hoe retailmedia Martini aan een iconische comeback hielp - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"[Publireportage] Hoe zet je Martini opnieuw in de markt als tijdloos Italiaans aperitief? 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