J&J Energizes Aveeno Brand Portfolio
With Systematic Digital Approach
By Rose Anthony
Aveeno, the successful Johnson & Johnson brand covers a wide portfolio of products across the beauty category, including body lotions, facial moisturizers and treatments, haircare, sunscreens and cleansers. In the past, J&J used promotions to help launch products and drive sales. Now, J&J wanted to increase market penetration and sales of its entire Aveeno brand portfolio with a systematic digital approach – one that could be targeted, validated and optimized.
The marketer’s goals were twofold: To use digital promotional campaigns to reach new customers, and to drive incremental sales across the portfolio by enticing a fan of one Aveeno product to try another.
J&J wanted to run these tests during a specific timeframe – outside of typically high selling periods. The Aveeno team was attracted to Quotient Technology’s analytics and measurement capabilities, which are part of the recently released Quotient Analytics platform.
Through the platform, the incremental sales impact of the Aveeno digital coupons could be isolated. Quotient matches shoppers based on more than 75 variables, including factors such as brand spend, frequency of trips and geography; this allows Quotient to compare Aveeno spend for shoppers who downloaded the coupon to shoppers who did not.
Promotional campaigns were created for the first half of this year. The initiative highlighted two promotional campaigns targeting consumers, based on the comparison of shoppers against the 75-plus variables, through multiple digital vehicles – seven different digital offers, plus a brand page that featured additional Aveeno branded videos.
Quotient’s national retail network delivered Aveeno digital offers to millions of potential customers. The offers were available to shoppers using the apps and websites of key mass, drug, dollar and grocery retailers through Quotient Retailer iQ, which can reach more than half of all U.S. households. Additionally, to reach the brands’ core demographic – women – Quotient used its flagship consumer property, Coupons.com, which is popular among women.
The Aveeno brand saw huge penetration lifts of 439 percent – 789 percent for those engaged with the promotion versus those who did not, driving positive incremental sales.
The average engaged shopper spent $0.80 – $1.29 more with the Aveeno brand when compared to the matched control shopper – those Aveeno buyers who didn’t download a coupon. Quotient ran relevant media on Coupons.com and targeted media across desktop and mobile, which drove consumers to an Aveeno Brand Page featuring all offers, video and additional brand messaging. The execution drove high consumer engagement with click through rates that were five times the industry standard.
“We had a great opportunity to develop a program that uniquely drives engagement with our target consumers across the entire Aveeno portfolio while understanding the increasingly important role that digital plays in driving market penetration in our categories,” said Danielle Price, Shopper Marketing and Consumer Promotions Manager, Aveeno. “Shoppers showed a high propensity to engage with Aveeno through compelling promotional offers and scroll-stopping media that lifted the entire brand. We’re excited to leverage the learnings from our pilot programs to develop even stronger campaigns with Quotient in the future and continue producing results for the Aveeno brand.”
Overall, the test to understand how a systematic digital approach for the Aveeno brand showed how a smart digital campaign, coupled with unique analytics, could drive penetration, incremental sales and mass volume at key retailers for an entire brand portfolio.
In a word, the results have been beautiful.