Exposed Visitor Lift
— 01 The Opportunity
Harnessing the amorous ambiance of Valentine’s Day, Good Clean Love®, a premium sexual wellness brand, recognized the perfect occasion to spotlight their organic personal lubricant, Almost Naked®. As a smaller brand, Good Clean Love® needed a multilayered strategy to boost visibility and sales during this pivotal holiday sales period. This campaign aligned seamlessly with the brand’s core mission of empowering people to enjoy life’s passionate moments.
— 02 The Challenge
With economic factors still affecting shopping habits, over a quarter of U.S. adults are expected to cut back on organic products.¹ With this in mind, along with sexual wellness being a niche category, Good Clean Love® needed an innovative approach to overcome this obstacle and engage consumers.
Though familiar with building campaigns around digital promotions, the brand ventured into uncharted territory by testing programmatic digital out-of-home (DOOH) for the first time, cleverly integrating it with their national and shopper promotional strategies.
¹Source: First Insight, May 2022
— 03 The Strategy
Drawing upon Quotient’s robust retailer data, Good Clean Love® built a strategy aimed at engaging buyers within the feminine hygiene and family planning categories. Employing Quotient’s screen-level indexing and precision-focused planning tools, the campaign leveraged proximity and demographic targeting to reach the target audiences. In its first flight, the campaign drove national Valentine’s Day sales across multiple retailers, pairing QR code-enabled DOOH content with a $2.50 promotion. The second flight advanced the strategy, activating a shopper marketing campaign at a key retailer and yielding significant results.
— 04 The Results
Good Clean Love® surpassed initial goals, implementing programmatic DOOH to achieve awareness at scale. Quotient’s foot traffic measurement found that shoppers exposed to the campaign were 41% more likely to visit measured locations than the unexposed control group. These DOOH-driven efforts further amplified the brand’s $2.50 offer, driving an incredible 71% trial rate, meaning that almost three quarters of consumers who engaged with this promotion and bought the product hadn’t purchased from Good Clean Love® in the past year.
Delivering a trial rate of this scale is impressive—particularly remarkable for an organic product within a niche category. Energized by the success of their programmatic DOOH campaign, the team at Good Clean Love® is poised to continue testing and investing in this impactful channel.
"The Valentine’s Day season is THE key season for Good Clean Love, but we face extreme competition in the digital advertising space during this time. We turned to Quotient to help us find a different way to break through. Digital out-of-home advertising presented a chance for us to tell our story and couple awareness and conversion driving marketing efforts to create a highly effective campaign."