PURELL® CAMPAIGN SPOTLIGHT
Purell® Aces Back-to-School Campaign with Quotient Promotions
$538K
Incremental Dollars
$3.00+
Incremental ROPS
-75%
Cost Per Unit Moved
— 01 The Opportunity
Before the pandemic began, Purell® held the No. 1 position in the hand sanitizer market. But after refocusing its efforts on hospitals and first responders, the brand lost share on the consumer side of the business. In response to new and increased competition in the space, Purell sought to reclaim consumer loyalty, increase incremental sales and drive category growth going into the 2021 school year.
— 02 The Strategy
To deploy an omnichannel back-to-school campaign, Purell turned to Quotient’s digital promotions and influencer marketing solutions. Quotient uses historical data and machine learning to provide accurate estimates of promotion performance within a given time frame, giving Purell confidence that its promotional offer would remain live for the full duration of the campaign. Because it was a national campaign, the approach empowered Purell to strategically align its support across a broad range of school opening dates.
"Working with Quotient allowed us to strategically reach parents, teachers and
students and remind them about Purell’s trusted effectiveness. Quotient’s digital promotions made it possible to align the campaign with multiple national back-to-school dates and support our promotion with effective influencer creative on social media. The attributable results speak for themselves!"
— 03 The Results
Purell’s campaign was an enormous success, driving more than $538K in incremental dollars and a $3.00+ incremental return on promotion spend for the brand.
The campaign also achieved a 75% reduction in the cost per unit moved, which translated to a 4X improvement in efficiency over previous campaigns.
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Data Source 1-4: Quotient Internal Reporting, 2021
