Deliveroo increases sign-ups by 20% with a Channel 4 campaign
Goal
Attract new customers by leveraging Deliveroo’s CRM data for direct suppression, reducing waste and increasing efficiency, while maintaining privacy and security.
Challenge
Deliveroo needed a privacy-safe way to activate first-party data with Channel 4, ensuring no risk of exposure or misuse while scaling reach with relevant audiences.
Solution
Channel 4 used InfoSum to launch BRANDMATCH, enabling Deliveroo to securely match its first-party data against Channel 4’s 25M registered users. Deliveroo suppressed existing customers to focus spend on new, high-value prospects. Channel 4 then created lookalike audiences with Mediarithmics to expand reach. Finally, a clean room was used to compare exposed and control groups, measuring incremental uplift in signups.
Results
By evaluating the Channel 4 exposure data against the net new customer profiles acquired by Deliveroo, an incremental lift analysis was created inside InfoSum showing a 19.54% lift in the collaboration audience group over the control group.
Deliveroo increases sign-ups by 20% with Channel 4
