A scoop above: Wolt Ads shows 32% revenue uplift for an ice cream brand with AppsFlyer

Overview

• Wolt Ads wanted to enhance its retail media solutions to support brand advertisers with impactful campaigns. 
• Facing the challenge of enabling seamless data collaboration for non-technical marketers and delivering robust measurement at scale, they partnered with AppsFlyer’s Data Collaboration Platform (DCP).
• Using AppsFlyer DCP, Wolt Ads achieved a 32% increase in attributed revenue compared to campaigns without DCP for a leading ice cream brand. The brand’s marketing team used DCP’s self-service tools to create intent-based segments, enhancing personalization, engagement, and overall campaign effectiveness.

Background

Founded in 2014 in Finland, Wolt has grown into a global leader in food and retail delivery, with 42 million registered users across 29 markets and over 500 cities. In 2024, Wolt set out to establish a leading retail media network across its markets.

Wolt Ads quickly became a preferred platform for global consumer packaged goods (CPG) brands seeking high-impact, targeted campaigns to drive direct customer engagement. For this campaign, Wolt Ads partnered with a well-known ice cream brand to drive sales growth in Finland, using precise targeting and strategic audience insights.

Challenge

To execute this and future campaigns, Wolt Ads needed:

• Privacy-centric data sharing: Securely enabling brands to use Wolt’s data to create precise and tactical audience segments.
• Comprehensive measurement: End-to-end attribution connecting ad spend to sales with holistic performance insights.
• Scalability with self-service tools: Empowering brands to independently build high-intent segments while reducing Wolt’s operational workload. The goal was to create a scalable model for high-margin ad revenue growth across 29 markets.

Our key challenge was to provide audience collaboration features for insights, measurement, and end-to-end attribution that could help us link ad and promo spend to outcomes, and to do so at scale through self-service tooling in a privacy-first environment.

Catalina Salazar, Global Head of Wolt Ads

Solution

Wolt Ads used AppsFlyer’s Data Collaboration Platform, purpose-built for retail media networks and brands, to enable secure data collaboration, enhanced segmentation, and accurate measurement.

Wolt connected their data to the platform, while the ice cream brand’s marketing team independently built four intent-based audience segments using DCP’s intuitive interface. The platform’s user-friendly design allowed even non-technical marketers to get the most from its advanced targeting and measurement capabilities.

The Data Collaboration Platform transforms retail media at Wolt, enabling brands to easily connect with their most valuable customers. AppsFlyer’s support empowered us to create audiences and measure media plans end-to-end across in-app and off-app touchpoints, driving precision and measurable outcomes across 29 markets.

Catalina Salazar, Global Head of Wolt Ads

Results

With DCP, Wolt Ads significantly enhanced campaign performance and improved the experience for their partner brands.

The results of our integration with AppsFlyer have been fantastic. By leveraging the platform’s collaboration and reporting tools, we achieved a 1.5x increase in category share for a top ice cream brand

Catalina Salazar, Global Head of Wolt Ads

1. Sales performance: The ice cream brand achieved a 148% uplift in category share and a 159% increase in penetration rate compared to campaigns without DCP.
2. Campaign performance: Campaigns run with DCP achieved 4x ROAS and a 32% uplift compared to those without DCP, alongside a 32% attributed revenue increase.
3. Enhanced self-service: The brand’s team independently built high-intent segments, streamlining workflows for the Wolt team while drawing on the brand’s deep audience expertise to improve segmentation quality.

Beyond sales growth, the platform’s self-service capabilities enabled the brand’s team to independently build high-intent segments that truly matter to them, instead of shoehorning their plans into pre-defined audience segments we could have offered traditionally, all whilst reducing setup time and driving data-driven decisions without technical dependencies.

Catalina Salazar, Global Head of Wolt Ads

Looking forward

Wolt Ads is unlocking new growth opportunities with AppsFlyer DCP. The platform’s robust capabilities enable Wolt Ads to confidently scale the offering to hundreds of clients across all its markets.

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