Case Study:
Haircare Brand

Penetration was a key driver, with more of the exposed households purchasing the brand, and likely impacted by competitive conquesting.

Objective

An international CPG brand strove to drive incremental sales and become the preferred choice among consumers in a highly competitive haircare market.

Strategy

Focused on increasing sales of its daily moisturizing shampoo and conditioner, the brand wanted to ensure consumers were compelled by the product’s key benefit – erasing damage caused by blow drying – and could also easily make a purchase online or in stores.

Verve incorporated Nielsen Catalina Solutions purchase-based targeting to identify light purchasers of the brand and medium-to-light purchasers of competitive haircare brands. This custom audience segment was served a Tap to Map creative experience, which featured product information so consumers could learn about the products, online purchase capability, as well as get directions to the nearest retailer to purchase in-store.

Results

CONSUMERS SPENT OVER 5% MORE, LEADING TO OVER $2 MM IN INCREMENTAL SALES

With more than 15 MM households exposed to the campaign, a 5% incremental spend in the brand’s products led to significant increases in revenue.

MORE THAN $6 OF SALES RETURNED FOR EVERY $1 SPENT ON ADVERTISING

Penetration was a key driver, with more of the exposed households purchasing the brand, and likely impacted by competitive conquesting.

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