Challenges

Skin care is very much associated with beauty and with so much emphasis on beauty these days, it is no doubt the skin care market is a lucrative category to tap into. And in recent times, this is also now true for the Men’s skin care market as well. The category sees immense marketing initiatives and efforts every now and then in a bid to break through the clutter to not only entice trial and purchase, but ultimately repeat purchase. Our client, made their debut in the Men’s skin care category by introducing a new product line, and to reach out to the consumers, they engaged a series of ATL (Above-The-Line) and BTL (Below-The-Line) marketing initiatives. The interest is then how to go about measuring the ROI (Return On Investment) of these initiatives as well as the impact of these initiatives towards the brand as a whole.

Approach

To achieve this, we had to be able to obtain a holistic view with regards to the various marketing initiatives that were going on. We needed to be able to identify and understand the cut-through of each of the initiatives in terms of reach, message take-outs and how these activities impact customers’ perceptions towards the product and brand. After which, we had to also evaluate if there are any shifts on select brand measures. At the same time, we also measured current purchase behaviour habits to identify white spaces for marketing opportunities going forwards.

Results

From the findings, the marketing campaign efforts was seen to have impacted the product and brand in a positive way – since it was largely a tactical campaign, certain measures did better than others. We were able to pinpoint which marketing channel and point of communication worked, what extent was the lift, which was powerful in helping to guide future marketing investment decisions for the product and brand.