FMCG

Objective
For FMCG brands, awareness and reach are the foundation of growth—but ensuring that reach translates to real, relevant audiences is critical. The client wanted to increase product visibility and sales across retail outlets in Singapore. Their key requirement was high-quality local audience targeting that excluded non-residents, foreign commuters, and invalid digital traffic while maintaining national-scale coverage.

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Data Strategy

1. Accurate Market Filtering via Telco and Mobility Data

   • We integrated telco-level and mobility data to distinguish Singapore residents from transient visitors, tourists, and daily cross-border workers from Johor Bahru.

   • By analyzing signal consistency, travel frequency, and connection history, we created a resident-only audience pool—ensuring that campaign impressions were limited to consumers physically based in Singapore.

2. Retail Shopper Identification through Geofencing

   • We geofenced major supermarket chains and hypermarkets across the country to identify consumers who regularly shop for household goods and groceries.

   • This formed a low-hanging fruit segment—audiences already engaged in regular retail activity and therefore most likely to respond to FMCG product promotions.

3. Demographic Filtering for Audience Alignment

   • Additional demographic layers such as age and gender were applied to align with the brand’s ideal customer profile.

   • This enabled the brand to focus awareness efforts on the most relevant consumer groups, refining reach without sacrificing scale.

4. Data Hygiene & Anti-Fraud Protocols

   • Given the campaign’s broad targeting scope, maintaining data integrity was a priority.

   • We applied advanced anti-fraud filters to exclude:

     • Fraudulent MAIDs (mobile advertising IDs)

     • Data center and proxy traffic

     • VPN and bot-generated activity

   • These safeguards ensured that every impression and engagement originated from authentic, human users.

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Results

• Verified Local Reach: Delivered clean, resident-only audience data excluding tourists and foreign workers.

• Retail-Relevant Segments: Built supermarket shopper profiles aligned with real-world purchase behavior.

• High Data Integrity: Eliminated invalid, bot, and VPN traffic through multi-layer anti-fraud filtering.

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Impact
Through the combination of mobility intelligence, demographic precision, and data hygiene excellence, the FMCG brand achieved true market awareness—reaching real Singaporean consumers while preserving scale and efficiency. This approach provided their marketing and retail teams with confidence that every campaign impression contributed directly to local brand growth and measurable sales lift across retail partners.