Case Study: Mindshare helps Cornetto more than double market share with The Trade Desk

Cornetto scoops up notable brand lift with weather and location data

Mindshare worked with The Trade Desk to help Unilever’s Cornetto Soft drive market share growth by influencing ice cream shoppers before they reached the store. The challenge was to deliver highly relevant media and messaging during warm summer moments, using a privacy-conscious approach without cookies or personal identifiers.

The Trade Desk helped Mindshare build the “Soft Server,” a custom decision engine combining weather, location, stock, and audience data via API to optimize ads across audio, display, and digital out-of-home. The campaign more than doubled Cornetto Soft’s target market share, expanded reach by nearly half beyond plan, and reduced wasted impressions through cross-channel frequency caps, contributing to sales uplift for Cornetto Soft Chocolate and the broader Cornetto brand.

Mindshare

Jenny Stirland

Digital Business Director