Case Study: Henkel boosts Perlana awareness and consideration with The Trade Desk's data-driven CTV campaign

Perlana cleans up with a data-driven CTV campaign

Henkel worked with The Trade Desk to boost awareness of its Perlana laundry detergent in Italy and better target the right audiences than in previous campaigns. The company also wanted to measure whether its advertising was influencing consideration and purchase intent.

Using The Trade Desk’s Connected TV platform, Henkel ran first-party and third-party data segments on premium CTV inventory, supported by the Cross Device Graph, AI optimization with Koa, and a Brand Lift Study with Happydemics. The campaign delivered 964,000 impressions, reached nearly 300,000 unique users, and achieved a 97% video completion rate; 52% of exposed consumers remembered the ad, with measurable lifts in brand preference, perception, and future purchase consideration.

Henkel

Matteo Giarrizzo

Head of Media & Digital Italy