Unilever

3x more offer adds, 6x more units redeemed—very attractive

the BACKGROUND

start with a good foundation

Unilever was interested in how to generate a bigger sales boost across its beauty and personal care portfolio.

the goal

making the good, better

To use amplification to drive offer adds and redemptions on the Cartwheel mobile savings app higher than what previous offers achieved organically.

the strategy

a makeover for success

We created a four-month series of targeted Cartwheel amplification programs that focused on messaging an offer to the guest who mattered. So for example, males—and females buying for males (especially those who we knew already loved Dove themselves)—would receive a Dove Men+Care message, while guests with an affinity for premium products would see an offer for Toni & Guy. We also made sure to showcase a wide array of products and link to a collection of offers, ensuring that guests would be compelled to engage, grow their baskets and make a stock-up trip to Target.

KEY SOLUTIONS

promo amplification

the success

  • 3x more

    offer adds (compared to previous non-amplified offers)

  • 6x more

    units redeemed (compared to previous non-amplified offers)

  • 109% higher

    average redemption rate than beauty/personal care benchmarks

better numbers always look good

By leveraging targeted media to amplify their Cartwheel offers, we were able to triple the amount of offer adds and drive the units redeemed to more than six times that of previous non-amplified offers. Plus, we reached an average redemption rate 109% higher than typical benchmarks, keeping Unilever ahead of the beauty/personal care trends.

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