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How Glade Unified Fragmented Retail Media With First-Party Data

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Secure and Action Data
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Glade’s Unified Approach to Winter Commerce by Omnicom Media has been highly commended in Most Effective Commerce Media Campaign at The Drum Awards for Commerce Media 2026. Here is the case study that impressed the judges as submitted.

Glade x MikMak
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+13%

Growth at Tesco: Glade experienced a significant sales uplift during peak trading.

+12%

Total Sales Uplift at Sainsbury's: Driven by a 5% increase in unique shoppers.

74%

Higher Revenue per User: Multi-exposed shoppers generated significantly more revenue compared to those with single exposure.

Background

Glade, a leading air care brand from SC Johnson, faced a familiar challenge: maximizing sales during the crucial Q4 winter season. However, the fragmented UK retail landscape, characterized by shopper multi-loyalty and siloed retail media ecosystems, presented a significant hurdle. With a constrained budget and no cross-retailer data solution, Glade needed to find a more efficient and impactful way to reach shoppers.

The Strategy: Transforming Retail Media into a Data Engine

Glade recognized that retail media could be more than just a conversion channel. The team redefined its role, transforming it into a first-party data acquisition and optimization engine. The strategy revolved around a two-phased approach:

  • Phase 1: Precision Targeting with Retailer Data: Leveraged advanced third-party data from Tesco, Sainsbury’s, and ASDA to target high-value audience cohorts, including existing buyers, lapsed buyers, competitive shoppers, and 'winter hosts.'

  • Phase 2: Cross-Retailer Audience Unification with MikMak: Integrated MikMak’s shoppable technology across all retailer activations to capture first-party engagement data. This allowed Glade to consolidate audiences, identify cross-retailer overlap, and build a qualified retargeting pool.

The Execution

The campaign’s success hinged on its ability to connect disparate retail media efforts. By using MikMak to capture first-party data, Glade could retarget engaged shoppers without repeatedly purchasing the same audiences from different retailers. This created a significant efficiency advantage and allowed Glade to build a more comprehensive understanding of its customers.

The Results

The data-driven commerce media campaign delivered impressive results:

  • +13% Growth at Tesco: Glade experienced a significant sales uplift during peak trading.

  • +12% Total Sales Uplift at Sainsbury's: Driven by a 5% increase in unique shoppers.

  • 74% Higher Revenue per User: Multi-exposed shoppers generated significantly more revenue compared to those with single exposure.

  • Significant Number of New Shoppers Acquired when the category was not growing: The campaign successfully expanded Glade's customer base.

The Takeaway

Glade's 'Winter Campaign' demonstrates the power of transforming retail media into a data-driven asset. By unifying audiences across fragmented retail ecosystems, Glade not only improved efficiency and demonstrated incrementality but also built a valuable first-party data pool for future activation. This innovative approach provides a blueprint for other brands looking to unlock the full potential of commerce media in a complex and evolving landscape. The key is to stop thinking of retail media as a series of isolated bursts and start treating it as a continuous, data-driven engine for growth.

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