Birch Tree launched its immune-boosting milk powder to targeted shoppers across the Philippines.

▸ The Challenge

Birch Tree needed to reach a specific dairy audience inside a crowded market with fragmented tastes and dietary trends. Broad-brush buying would spend against people who were never going to convert.

▸ What We Did

• ▸Bought programmatic DOOH through Google DV360
• ▸Targeted by age, gender, location and interest rather than by site alone
• ▸Concentrated on iconic highway screens and high-traffic facades
• ▸Weighted placement toward areas with high target-audience density