Launch of an innovation in skincare

Launch of an innovation in skincare: Neutrogena's first revitalizing face care that accelerates the natural cell renewal process & helps to prevent skin aging.

The goal was to inform about the new product range Glow Boost in combination with a promotion end May 2021 (2+1 xbrand incl. Neutrogena).

A 360° innovation pack, containing the following elements:

At the launch:

• W18-W21: Stopper Small instore
• W18: Mass Insert newsletter My Delhaize
• May: ZigZagvertising in all online orders, including a sample of the new Neutrogena product
   

During the promotion:

• W20-21: OTA pressure (online targeted ads on the Search and Category pages)
• W21: Digital Signage at the Entrance of the stores
• W21: Radio instore
   

After the launch:

• W26 : Get insights through a Launch Innovation Report

W18-21: Stopper Small

• Reach of 13,2 Mio customers over the 4 weeks period;
• Sales of the promoted product have grown by 162 (index) whilst the Category was slightly declining over the same period (91 - index).
  
   

W18: Mass Insert newsletter

My Delhaize

• Open rate of the Newsletter was 31%;
• 16% of the people who opened the Newsletter clicked on the banner of Neutrogena Glow Boost.
  
   

W20-21: OTA pressure (online targeted ads on the Search and Category pages)

• Almost 34K impressions with +/- 16K exposed unique visitors, resulting in an increased product purchase of +/- 1156 (index).
  
   

W21: Digital Signage at the Entrance of the stores

• Reach of +/- 525K customers instore with an increase in sales of the promoted products of 475% whilst the Category was slightly declining at the same time.