How Fragile Media used household audience data to outperform standard targeting in one of the most saturated advertiser categories.
Client: Maspex Group ·
Brand: Tiger Energy Drink ·
Markets: Czech Republic and Slovakia ·
Vertical: FMCG (CPG) / Food & Beverage (Energy Drinks) ·
Agency: Fragile Media CZ
Executive Summary
Maspex, one of Central and Eastern Europe’s leading food and beverage companies, briefed Fragile Media CZ, a Prague-based performance media agency, to promote Tiger Energy Drink‘s consumer competition across the Czech Republic and Slovakia, with a clear mandate to reach younger energy drink consumers efficiently and at scale. The core challenge was reaching this audience — heavily targeted and ad-saturated — with enough precision to drive genuine engagement at scale.
Fragile Media evaluated the available data landscape and selected Digiseg’s household-level FMCG segments over standard cookie-based alternatives, benchmarking performance rigorously against competitor data and remarketing throughout the campaign. Digiseg audiences delivered a 64% higher CTR than competitor data, combined across both markets, and outperformed remarketing by up to 34%.
Digiseg was used to identify and activate audiences beyond standard platform targeting.
Campaign Goal / KPI
The campaign promoted a consumer competition linked to Tiger Energy Drink purchases, encouraging buyers to enter via a dedicated landing page. Primary objectives were to maximise reach within the core target audience and drive awareness of the competition. The secondary objective was to drive traffic to the competition landing page.
Maspex set CTR and unique reach as the primary performance indicators, reflecting the campaign’s focus on broad but relevant audience engagement rather than direct conversion tracking.
The Challenge
Energy drink consumers are among the most advertising-saturated audiences online. They are young, digitally native, and heavily targeted by competing brands — which means standard approaches risk blending into the noise rather than cutting through it. For a campaign built around a purchase-linked competition, reaching the right people mattered more than simply reaching a large number of them.
Standard third-party audience data often lacks the specificity needed for FMCG purchase behaviour, and cookie-based targeting struggles to differentiate meaningfully within competitive categories. Fragile Media needed a data source precise enough to identify genuine energy drink consumers, scalable enough to drive real awareness, and structured to allow direct performance comparison against existing tactics.
campaign creative
The Solution
Fragile Media’s approach was deliberate and structured. Rather than running a single targeting strategy, they designed the campaign as a direct test, benchmarking Digiseg against competitor data and remarketing using identical creative across all line items. This gave them a clean read on what was actually driving performance — not just which line item won, but why.
For the Czech Republic, they combined Digiseg’s FMCG purchase behaviour segments with student lifestyle and education profiles, targeting both the product category and the life stage most relevant to Tiger’s audience. In Slovakia, they went further, adding lifecycle demographic layers to sharpen reach across age groups within the core audience.
Results
The structured benchmarking gave Fragile Media clear evidence of what worked — and by how much.
Digiseg audiences outperformed competitor data in both markets. Combined across the Czech Republic and Slovakia, Digiseg delivered a 0.43% blended CTR against 0.26% for competitor data — a 64% improvement. The advantage held in both markets individually: 0.40% CTR in the Czech Republic and 0.51% in Slovakia, both comfortably ahead of the 0.26% competitor benchmark.
Against remarketing, Digiseg’s strongest result came from Slovakia, where it outperformed remarketing by 34% (0.51% vs. 0.38%). The top-performing individual segment reached 0.60% CTR.
Combined across both markets, the campaign reached its audience at an average frequency of 1.9 — broad coverage without over-exposure. Crucially, Digiseg also extended reach beyond the cookied audience, capturing users that other data sources in the test could not access.
“We tested multiple data strategies to find the most effective way to reach energy drink consumers. Digiseg consistently outperformed competing audience approaches across both markets, giving us confidence in the targeting decisions we made throughout the campaign.”
Jan Mach, Senior Programmatic Specialist — Fragile Media CZ