Boosting retail distribution & consumer trials for a personal care brand

The success of this personal care brand’s digital campaign demonstrates how a heritage brand can stay relevant, innovate and cut through the clutter and broaden awareness. By implementing a full-funnel approach, every touchpoint was strategically aligned to further educate consumers and nudge them towards trial. We also tailored our content approach to resonate with the values and preferences of unique target audiences, leading to remarkable strides in attracting new customers and expanding use cases. Through strategic digital marketing and effective use of technology, we delivered high-quality creative content in the right place at the right time to build momentum, reaching and effectively connecting with a new, engaged audience. Could your brand benefit from these strategies?

The challenge

A well-established personal care brand, while renowned internationally, struggled with low brand awareness and recognition of its unique benefits and strong efficacy in the fiercely competitive U.S. market.

The approach

Given the complex omnichannel landscape, it was important to bring together a diverse team with end-to-end strategy, sales, digital, and communications capabilities to create and execute a highly integrated campaign with appeal to both retailers and consumers.

Data-driven insights on consumer behavior and category trends guided the team's strategic approach. This led to the selection of digital channels that optimized reach and engagement within budget constraints. "Always-on" organic and paid social media played a crucial role in delivering targeted messaging that connected with various consumer segments effectively.

Increased Consumer Trials

Targeted and tested messaging led to higher consumer trials.
Organic social content strategy and community management facilitated actionable insights mining and engagement & loyalty building.

The team ensured consistent core branding and point-of-difference messaging around product strength and heritage. At the same time, an experiential creative approach was taken to communicate the product’s fast-acting, intense relief. It tapped into the insight that consumers enjoy talking about the strong product experience and wearing it as a badge of honor.

The results

Increased Consumer Trials

Emotional messaging led to higher consumer trials.
Organic social strategy facilitated ongoing testing and adaptation.

Boosted Retailer Distribution

Walmart:

Increased distribution by 250+ stores for the original product.
Secured new distribution close to 2,500 stores for a new SKU.

Amazon:

Achieved 50% YOY growth.
Reduced unauthorized sellers, leading to a 2.4x increase in subscribers.

Record-Breaking Growth

It successfully and quickly increased distribution and consumer trial, becoming the fastest-growing category brand in the fiercely competitive U.S. market.
Significant market share gains and expected double-digit growth.
Social media community grew to over 85,000 followers, with 80% under the age of 44

Could a tailored omnichannel strategy boost your retail distribution and consumer trial?

Reach out to MPG VP Cheryl Policastro for a conversation specific to your brand.