Orbit set out to launch a new flavour in South Africa with one clear objective: turn digital attention into real‑world action. Partnering with Africa Media Alliance and Taptap, the brand embraced a full‑funnel omnichannel strategy across Display, Video, Connected TV (CTV) and Digital Out‑of‑Home (DOOH) to drive awareness, engagement and store visits at scale.
Unlocking audiences for Orbit’s new flavour
The campaign focused on reaching consumers across residential zones and within a 1 km radius of key Checkers stores, connecting proximity‑based messaging with premium awareness formats. Over the flight period, the Orbit omnichannel campaign delivered more than 7.5 million impressions across all channels, ensuring the new flavour was visible, memorable and easy to act on.
Performance was balanced across age and gender segments, with the 18‑24 audience driving the greatest scale and the 25‑34 audience showing slightly stronger engagement, confirming that the creative and channel mix resonated with Orbit’s core consumers.
Display: From impression to in‑store action
Display emerged as the campaign’s performance powerhouse. Orbit’s display activity:
- Delivered 2.89 million impressions.
- Drove 19,980 clicks, outperforming the industry benchmark with a 0.69% CTR versus 0.32%.
- Generated 24,681 store visits, achieving a 0.85 Store Visitation Rate (SVR) against a benchmark of 0.20.
This shows how proximity‑based display, activated around retail locations, can shift consumers from online awareness to in‑store purchases when supported by strong creative and smart audience targeting.
Video: Turning engagement into footfall
Video played a crucial role in deepening engagement and driving store visits. Orbit’s video campaign:
- Served over 2.13 million impressions.
- Achieved 1.56 million completed views, with a 73.11% View‑Through Rate (VTR) versus a 60% benchmark.
- Delivered 19,235 store visits, with an SVR of 0.90, dramatically ahead of the 0.20 benchmark.
This combination of high completion rates and strong footfall demonstrates the power of video to tell Orbit’s brand story, build interest in the new flavour and convert that interest into measurable store traffic.
CTV and DOOH: Premium reach, real‑world impact
To amplify upper‑funnel awareness, the campaign leveraged CTV and DOOH in tandem:
- CTV
- 423,180 impressions.
- 413,781 completed views.
- A standout 97.78% VTR, far exceeding the 80% benchmark and reinforcing Orbit’s visibility in premium, lean‑back viewing environments.
- DOOH
- 2.1 million impressions.
- 376,004 playouts.
- 14,794 store visits, leveraging screens close to the point of purchase to nudge consumers into nearby stores.
Together, these channels elevated Orbit’s brand presence while supporting the campaign’s core objective: drive shoppers from screen to shelf.
Brand lift: Making Orbit more memorable and more considered
To measure true impact beyond media metrics, Africa Media Alliance partnered with Happydemics for a brand lift study across CTV, DOOH, Display and Online Video. Respondents were surveyed via short questionnaires on digital ad inventory, comparing exposed ad recallers with a matched control group, to understand the effect of the campaign on key brand metrics.
Across formats, the study reported strong results:
- Ad recall: DOOH achieved a 49% ad recall rate and CTV achieved 51%, both ahead of benchmarks and ranking in the top tiers versus market norms.
- Attribution: Consumers correctly identified Orbit as the advertised brand at high rates, with CTV and DOOH attribution scoring ahead of benchmark and ranking in top performance bands.
- Interest: Both CTV and DOOH recorded strong increases in interest among exposed users compared to the control group, indicating that the creative and message resonated and sparked curiosity.
- Brand image: DOOH delivered a 35‑point uplift in brand image, and CTV added a 20‑point uplift, reinforcing Orbit’s positive perception among those who saw the campaign.
- Consideration: DOOH generated a 28‑point uplift in purchase consideration, while CTV created a 19‑point uplift, demonstrating that Orbit’s omnichannel presence did more than drive visits; it nurtured future purchase intent.
Online Video and Display mirrored this story, with strong impact scores versus benchmark and meaningful uplifts in brand image and consideration, particularly for Online Video which recorded a 30‑point uplift in consideration, outperforming market norms.
Omnichannel strategy that delivers
For Africa Media Alliance, the Orbit new flavour launch underlines the value of a truly integrated digital media approach:
- Use Display and Video as core performance drivers to translate awareness into store visits.
- Keep CTV as a premium awareness engine to build reach and reinforce brand visibility.
- Activate DOOH close to retail locations to bridge the gap between digital exposure and in‑store behaviour.
- Layer in brand lift measurement to quantify changes in ad recall, brand image and consideration, not just clicks and visits.
Orbit’s results show that when creative, audience targeting and channel mix work together, brands can own the journey from first impression to store visit, and from store visit to long‑term preference.
Ready to turn your digital media into measurable store and brand growth? Contact us to explore how an omnichannel strategy can unlock your next campaign.