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).

SOLUTION
 

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

TARGETS

Women, 30-45 years old, looking for a revitalizing facial care that provides a natural glow & fights against first signs of ageing

results

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.