The R.O.I. Group
Return On Imagination.
Freeman Cosmetics A Brand Awareness and Product Trial Story. Product Botanical Hair, Skin and Bath Products Problem The market is saturated with parity products. Key competitors command greater brand awareness and shelf space in all distribution points – mass merchandisers, drug stores and grocery stores. So, how can Freeman compete with the goliaths? Strategic Insight Category sales occur in the shopping aisle when consumers sample products prior to purchase. Sense of smell and feel are key drivers, followed by price and efficacy. On-pack promotions stimulated consumers to sample (smell and feel) Freeman branded products . . . which is the single most important step to trial/buying new products in the category. Strategy • Use on-pack promotions to stimulate consumer in-store sampling and trial/purchase. • In advertising, link Freeman’s unique “botanical blends” to the uniqueness of consumers themselves. Tactics Print ads in fashion, entertainment and lifestyle media and their online properties. Target Audience Young women, ages 18-24. Budget $3 million Results • Brand awareness increased 8%. • Sales improved 4%. About This Ad This ad was part of a national brand campaign designed to increase brand awareness and trial/purchase and linked the product's unique botanical blends to the uniqueness of the consumer. To view more campaign samples, click “Gallery” at bottom, left. |