EUCERIN® CAMPAIGN SPOTLIGHT
Trial Rate¹
Lift Over the
Match Control²
Incremental
Shopper Spend³
Incremental Return on
Promotion Spend⁴
Eucerin® sought to capitalize on wavering brand loyalty in the skincare space and drive trial ahead of its busiest season. By implementing
Quotient’s sophisticated promotions capabilities, Eucerin® could deploy strategically timed offers to provide value to new buyers
and keep the brand top of mind with current buyers and loyalists.
Eucerin® designed its digital promotions strategy by blending national duration-based, targeted and loyalty offers within the same campaign to reach targeted consumer groups at scale, maximize reach, drive trial and increase basket size.
NATIONAL PROMOTIONS
Quotient’s data-driven forecasting model accurately predicted the number of redemptions the promotion would achieve within a given timeframe. This duration-based approach gave Eucerin® confidence to coordinate merchandising support and maximize its investment.
TARGETED PROMOTIONS
Eucerin® delivered targeted offers that aimed to drive purchases or trips depending on the audience. For category non-brand buyers, the offers encouraged volume and trial at scale. For current brand buyers, the goal was increasing buy rate.
LOYALTY OFFERS
Eucerin® layered an additional threshold offer to build brand loyalty and move units over multiple trips. This strategy kept Eucerin® top of mind and resulted in expanded cross-purchasing while efficiently moving volume.
By launching strategically timed offers ahead of the 2021 peak season, Eucerin® efficiently moved the same product volume as in 2020 but in half the time thanks to a 1.6-times-stronger redemption rate.
The power of measurable incrementality is significant since it provides insight into the effectiveness of specific campaign tactics and helps inform future campaign strategies.
Leading with digital promotions, Eucerin® was able to more accurately target shoppers with greater granularity, measure results and empower shoppers to save on their own terms—whether instore or online.
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Data Source 1-4: Quotient Internal Reporting, 2021
