Painting a story with The Breakthrough Suite
FMCG brand owners know they need retail listings, but it’s hard to feel that shelf-placement spark through static banners. We wanted them to experience the pride of seeing their own product on shelves.
Our approach to the this 'immersive' retail campaign
Our ABM playbook centred on three core elements: hyper-personalised creative, live data integration and sequenced delivery.
First, we identified high-value FMCG accounts and built three dynamic templates:
- “Get Stocked at Tesco”
- “Get Stocked at Waitrose”
- “Get Stocked at Sainsbury’s.”
Each ad pulls in the prospect’s own logo and their live Breakthrough Score from our data, seamlessly dropping them into a lifelike aisle mock-up, fusing the emotional thrill of “that’s my product on the shelf” with real-time performance feedback, driving urgent clicks to book a shelf-readiness audit.
Execution
Our execution rested on a programmatic dynamic-creative pipeline, modular shelf-scene templates ingest live performance data via our internal tools, assembling these bespoke ad assets on-the-fly!
A session orchestration layer then sequenced each retailer variant to maintain narrative continuity across touchpoints.
Finally, we delivered these assets through LinkedIn and other channels, continuously optimising delivery based on real-time engagement signals ensuring every impression felt uniquely tailored to each prospect.
We’ve also created ad variants that feature several retailers alongside a single flagship chain. This lets us target brands that are already stocked in, say, Tesco, but not yet in Waitrose, the very retailer they could be keen to win. By running an initial A/B test on these multi-retailer creatives, we’ll quickly learn which format drives the strongest engagement.
Why this strategy works for The Breakthough Suite
By embedding each prospect’s own logo into a hyper-realistic shelf mock-up, we instantly forge an emotional connection - prospects can almost feel their product nestled between Tesco, Waitrose or Sainsbury’s brands.
Pulling in a live Breakthrough Score amplifies that connection with a clear performance gap, making the opportunity feel urgent and deeply personal. Sequencing the three retailer variants within a single session then broadens the narrative, reinforcing multiple shelf-placement possibilities and boosting recall.
This blend of immersive storytelling, data-driven urgency and narrative continuity slices through the digital noise and compels decision-makers to move from passive scrolling to booking a call & getting their brand stocked!
