An AI-driven cross-channel strategy helped Circle K break down media silos and reduce impact CPM by 22% over the course of the campaign.
Circle K wanted to significantly increase awareness of EV charging while ensuring media investment delivered measurable business impact. Traditional media silos and standard metrics such as CPM made it difficult to compare the true quality and contribution of different media exposures.
The challenge was to connect media investment more closely with Circle K’s sales model and first-party data, enabling optimization based on impact rather than impressions alone.
WPP Media developed an integrated, AI-driven cross-channel strategy combining Audience Planner, Campaign Tactics, Impact Factors and Media Optimizer AI.
Impact Factors measured the awareness contribution of different exposure types, while Media Optimizer AI continuously reallocated budget across Display, Meta, High Impact, Advanced TV and YouTube. This enabled thousands of real-time optimization decisions based on cost per impact and awareness, helping investment move towards the channels and placements delivering the greatest effect.
The approach improved efficiency throughout the campaign by continuously optimizing media investment based on impact rather than traditional channel metrics.
From campaign start to campaign end, impact CPM decreased by 22%, demonstrating how integrated measurement and AI-powered optimization can break down media silos and drive greater cross-channel efficiency.
