With Sainsbury’s home range part of their lesser known offering, they wanted to raise people’s awareness of it and its quality. By targeting smaller more apt publishers, they knew they could reach an audience who would be interested in what they had to say.
The big name publishers which the majority of the population frequently visit is an easy place to reach a generic, wide varying audience. But how do you identify niche publishers with a specific audience that marries exactly with the customers your brand or marketing campaign wants to reach? This was Sainsbury’s goal and with Pollonize they were able to do this.