14 December 2022
It’s been a big year at Cartology and one we are reflecting on with enormous gratitude to our people and partners for all that we’ve achieved together. Before we de-cart, let’s take a look back at 2022.
For Cartology, 2022 was one of our biggest growth years. We expanded our business and team, rolled out enhanced reporting capabilities, delivered new media assets, ran over 10,000 campaigns and so much more.
Cartology became the exclusive retail media partner for BIG W as we joined forces to launch an expanded retail media proposition, connecting BIG W customers with the brands they love across in-store and digital touchpoints.
We grew the Cartology Playbook series, injecting the proof in ‘Omnichannel, what’s the Play?’, before taking a deeper look at the fundamentals of retail media with insights into the customer journey with This is Retail Media.
Our off-network YouTube platform celebrated big category results, with Baby, Pet, Cheese and Washing Detergents garnering well over a million views each, and Home Essentials, Oral Care and Cereal categories going further to smash the 2m viewers mark. Arguably everyone’s favourite, Chocolate snaffled 5.01 impressions and an impressive 3x return on ad spend.
And of course, we welcomed the team at Shopper into the Woolworths family, further expanding our ability to offer advertisers outstanding context and proximity to customers on the path to purchase.
For the second year, we presented the Cartology Campaign of the Year award at the annual Woolworths’ Supplier of the Year event. The four finalists vying for the win - Purina, Gillette, Finish and Wonder- all ran campaigns demonstrating sophisticated strategy and effective implementation across the Cartology ecosystem. Nestle’s Purina One delivered a 136% sales increase, P&G’s Gillette recorded the highest ever category sales within the 15/6 category event, Reckitt’s Finish achieved 28% new-to-brand customers while Goodman Fielder’s Wonder drove a 53% uplift in eComm sales.
Ultimately, Goodman Fielder’s outstanding Wonder Recycling Rewards campaign took home the win for 2022 with a campaign that championed sustainable play for Aussie kids through exceptional execution and campaign success.
This year also saw more outstanding creative work from our clients in partnership with Cartology across our entire ecosystem including the zesty Sprite+ campaign.
We love a good ‘year in numbers’ here at Cartology, so here are just a few to summarise 2022.
It is a genuine pleasure to reflect on these highlights and others from this year, and we are proud of the growth, the learnings and the success we have achieved together.
None of this would have been possible without our clients and partners. We thank each and every one of you for your invaluable support and for coming on this journey with us.
They say a picture is worth a thousand words, so we’ve pulled the best of the best into our 2022 highlights for your viewing pleasure.
Wishing you all a very Merry Christmas and a safe and happy New Year. We look forward to working with you again in 2023.
