Carrefour drives purchase intent with a first-ever CTV HomeScreen activation

+23pts

Purchase intent uplift

31%

Ad recall +4 pts vs benchmark

70%

Positive ad format perception +5 pts vs benchmark

To celebrate 50 years of its own-brand products, Carrefour combined CTV HomeScreen, cross-screen video and Ray-powered targeting to reinforce its “Taste, Price, Quality” promise. With Agence 79 and Dailymotion Business, the campaign delivered 2M+ impressions and a significant +23-point uplift in purchase intent, exceeding Happydemics benchmarks across all measured brand metrics.

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The challenge

Making a first CTV Homescreen activation work harder

Carrefour wanted to mark the 50th anniversary of its own-brand products by reaffirming its longstanding “Taste, Price, Quality” promise and strengthening the appeal of its own brand among priority audiences, including families, seniors and CSP+ consumers.

The opportunity was to give the campaign strong visibility within a premium TV environment while extending that experience across screens and effectively reaching Carrefour’s priority audiences.

The strategy

A premium first impression, putting CTV at the heart of a multi-screen video strategy

Working with Agence 79, Carrefour placed Dailymotion Business’ CTV HomeScreen at the heart of a broader video strategy. Displayed directly on the home screen of connected TVs through the Dailymotion CTV app and TVs powered by Titan OS, the format provided Carrefour with a highly visible touchpoint within the TV environment. Instream video across mobile, desktop and tablet complemented the activation, extending the campaign across different video consumption habits. Ray, Dailymotion’s audience intelligence platform, helped harness first-party data to identify and reach Carrefour’s priority audiences across premium video environments. Happydemics then measured the campaign’s impact through a post-campaign Brand Lift Study. The current draft already includes this role for Ray and Happydemics, so I’d retain it.

1
Create a high-impact CTV entry point
2
Extend the campaign across screens
3
Use audience intelligence to reach priority consumers

“To mark the 50th anniversary of Carrefour’s own-brand products, we wanted to reaffirm our Taste, Price, Quality promise while further strengthening the appeal of our own brand. Together with Agence 79, we developed a media strategy designed to give this campaign strong visibility while effectively reaching our priority audiences. This first activation of Dailymotion’s CTV HomeScreen enabled us to explore a new way of engaging with them in a premium environment, as part of a broader video strategy.”

Marie-Esther MATHONNAT, Advertising & Media Director

The results

Ahead of market benchmarks on every measure that mattered

The campaign generated more than 2 million impressions across CTV, mobile, desktop and tablet, with Happydemics measurement showing performance above benchmark across every brand metric assessed. Most notably, the campaign delivered a statistically significant 23-point uplift in purchase intent and achieved an Impact Score of 62, compared with a benchmark of 50. The strength of the activation was also reflected higher in the brand journey, with 70% positive perception of the format, 5 points above benchmark, and 31% ad recall, 4 points above benchmark. The clarity of Carrefour’s message also stood out, placing the campaign among the top 15% of more than 25,000 campaigns benchmarked by Happydemics for message clarity. Together, the results demonstrate impact from perception and recall through to purchase intent, showing the value of combining CTV HomeScreen, audience intelligence and cross-screen video within one integrated strategy.

+23pts

Purchase intent uplift

31%

Ad recall +4 pts vs benchmark

70%

Positive ad format perception +5 pts vs benchmark

Top 15%

For message clarity Among 25,000+ campaigns benchmarked

Why this matters for retail marketers

CTV that moves beyond reach

CTV works harder when it is part of a connected plan

Carrefour’s campaign shows that CTV is most effective when it works as part of a broader video strategy. The Homescreen created a premium first impression, while cross-screen video helped extend the message beyond the living room and maintain continuity across the viewing journey.

Pair premium visibility with audience intelligence

Rather than relying on placement alone, Carrefour combined the impact of a premium CTV environment with Ray-powered audience intelligence. This gave the campaign both the attention generated by the Homescreen and the precision needed to reach priority audiences across screens.

Measure the outcomes that move the business forward

Independent measurement linked the campaign to brand perception, ad recall and purchase intent. For retail marketers, this means evaluating CTV not only through impressions, but also through its ability to influence how consumers remember, perceive and act on a brand.

Key Takeaways

Make the first impression count
The Homescreen gave Carrefour a high-impact entry point into the viewer journey, before extending the message through instream video.
Build continuity across screens
The campaign connected CTV with mobile, desktop and tablet to create a more consistent and sustained brand experience.

Use intelligence to reach the right audiences
Ray helped Carrefour identify and reach priority audiences, including families, seniors and CSP+ consumers, across premium video environments.
Connect CTV to measurable brand impact
The statistically significant +23-point uplift in purchase intent demonstrates how a premium CTV activation can deliver measurable impact beyond reach and impressions.