Attention-Led Planning Lifts Danone Purchase Intent 150%.

+150%

Intent uplift, 15 points above non-exposed

30%

Recall uplift, 12 points above benchmark

90%

Viewability

Danone set out to communicate nutritional benefit to sports enthusiasts and families around the Olympics. By optimising creative against attention data before launch rather than after, the campaign landed in the top 15% most memorable.

Watch the story

Inside the Danone attention-led campaign.

The challenge

Nutritional messaging in the most crowded moment of the year

Danone aimed to build brand awareness and consideration across Europe, and France in particular, promoting the nutritional benefits of its products to sports enthusiasts, families and audiences following the Olympics.

Nutrition messaging needs comprehension, not just exposure. A viewer has to actually take in the claim for it to influence anything. And around an Olympic cycle, every FMCG brand is competing for the same audience with a similar emotional register, which makes memorability the scarce commodity.

The strategy

Attention data applied to creative and distribution together

Danone used eye tracking and XPLN attention measurement to optimise both the creative and the distribution of the campaign, rather than treating those as separate decisions made by separate teams. The activation combined shopper data, the Attention Marketplace, contextual targeting and an animated carousel format. Insight from attention measurement fed back into the campaign strategy, refining creative elements and distribution channels before and during the flight. That sequencing matters. Most campaigns measure attention as a post-campaign report. Here it was used as a planning input.

1
Discover with shopper data
2
Activate through the Attention Marketplace
3
Optimise creative with eye tracking
4
Engage with an animated carousel

5
Verify recall and intent

The results

Ahead of market benchmarks on every measure that mattered

Purchase intent rose 150%, fifteen points above non-exposed audiences, and recall rose 30%, twelve points above benchmark. Viewability reached 90% with a 1.9% click-through rate. The campaign ranked in the top 15% of most memorable campaigns measured, which in an Olympic period crowded with similar FMCG messaging is the harder achievement. The animated carousel proved particularly effective at capturing and holding attention, and the uplifts extended across positive perception, message clarity and purchase intent rather than concentrating in a single metric.

+150%

Intent uplift, 15 points above non-exposed

30%

Recall uplift, 12 points above benchmark

90%

Viewability

Top 15%

Most memorable campaigns measured

Why this matters for FMCG brands

Danone shows the difference between measuring attention and planning with it.

Use attention before the flight, not after

Optimising creative against attention data pre-launch is what separates a planning tool from a report.

Sequence the message

An animated carousel delivers a nutritional claim in stages, which suits information the viewer has to absorb.

Memorability is the scarce resource

In a crowded seasonal moment, being remembered matters more than being seen.

Key Takeaways

Feed attention data back into creative
The insight is only worth what you change because of it.
Combine shopper data with context
Purchase behaviour and content environment sharpen each other.

Pick formats that carry information
Carousels suit claims that need more than one beat to land.
Measure against both benchmark and control
Recall against benchmark and intent against non-exposed answer different questions.