New category buyers a key result from Ingham's first audience-led OOH campaign Chicken brand's chief marketing officer talks through the thinking and data insights that drove its latest out-of-home advertising campaign with oOh!Media A 30 per cent increase in free range chicken buyers and a 72 per cent lift in new brand buyers are two standout results for Ingham’s chief marketing officer, Seb Brandt, from its first audience-led outdoor campaign. The Australian chicken brand recent partnered with oOh!Media on a targeted out-of-home campaign to drive awareness and conversion to ‘The free ranger’, a recently launched free range product in its portfolio. The campaign ran in April and May 2021 across oOh!s small format network in NSW and Victoria. It involved working with media agency, Bohemia, on targeting category buyers based on a combination of transaction data, audience types, location and product range availability.