Brief

FatFace wanted to keep growth moving while proving every pound of media spend was working harder. Epsilon provided a way to use its first-party data, reach new customers beyond saturated channels, and understand how awareness activity translated into revenue.

Insight

By connecting FatFace customer data to a persistent identity framework, campaigns could recognise real people across channels rather than rely on fragmented signals. That opened the door to smarter Connected TV activation, stronger personalisation, and measurement tied to commercial outcomes.

Turning audience understanding into measurable growth

Connected TV offered scale and premium attention, yet concerns remained around frequency control and proving impact. The answer was to build around identity. By matching FatFace first-party data to a unified customer view established by Epsilon CORE Identity, existing customers were recognised, high-value prospects identified, and messaging adapted to where each person was in their journey.

This created a more joined-up media model. Connected TV was introduced not as a standalone awareness play, but as part of a coordinated programme spanning prospecting, conversion and repeat purchase. The same customer could be reached consistently, with waste reduced and duplication minimised.

Measurement also changed. Instead of judging channels in isolation, FatFace gained visibility from first exposure through to purchase behaviour. That meant understanding how long customers took to convert, what drove second and third purchases, and which investment genuinely brought new customers into the file.