J&J Drives Results Through Digital Promotions
Working with Quotient, Aveeno sheds light on consumers’ buying habits
New Brunswick, N.J. — Johnson & Johnson launched a series of campaigns last year to reach new customers and drive incremental sales across its Aveeno portfolio with the help of Quotient Technology, Mountain View, California.
The goal of the campaigns was to determine why only 25% of Aveeno shoppers purchase in more than one category across the portfolio. Aveeno skin products include body lotions, facial moisturizers and treatments, sunscreens and cleansers. There were two key targets: non-Aveeno beauty shoppers (with a focus on Millennial females) and Aveeno users who do not purchase across the portfolio.
To shed light on this situation, Quotient and the Aveeno team created campaigns to target consumers based on a comparison of shoppers against 75-plus variables, including brand spend, frequency of trips and geography. The campaigns utilized seven digital offers, plus a brand page with videos.
Quotient leveraged its national retail network to deliver Aveeno digital offers to millions of potential consumers. The offers were available to shoppers using the apps and websites of key mass, drug, dollar and grocery retailers through the Quotient Retailer iQ platform, which can reach more than half of all U.S. households. To reach the brands’ core female demographic, Quotient used its flagship consumer property Coupons.com, which is already popular among women.
Although consumers accessed the coupons digitally, and in many cases loaded them to a loyalty card, redemptions were predominantly made in brick-and-mortar outlets.
“Customers who visited Coupons.com also had the option to print their coupons at home and bring them in-store,” says Danielle Price, Aveeno shopper marketing and consumer promotions manager. “We still saw roughly half of our redemptions come from print-at-home formats while the other half leveraged loyalty/digital platforms.”
A media takeover of Coupons.com lasted one day, with components driving traffic to the landing page for one week. Coupons were live and available for download for seven days and could be redeemed in-store through the end of the month. Aveeno worked with Velocity, its in-house creative agency, to develop creative assets that were leveraged throughout the campaign. Key partners included Walmart, Target, CVS, Walgreens and Rite Aid.
The videos, sourced from Aveeno brand teams, appear on product pages on Aveeno’s website and its YouTube channel. “We leverage some of our YouTube content in our activations with Quotient,” Price says. “These include product videos, creative ads and how-to content.”
Campaign results were impressive: The Aveeno brand saw penetration lifts of 439% to 789% for those engaged with the promotion versus those who did not, driving positive incremental sales. The average engaged shopper spent $0.80 to $1.29 more with the Aveeno brand when compared to the matched control shopper – those Aveeno buyers who didn’t download a coupon.
“Our 2019 plans are still in development, but we are looking to include in-store elements such as sampling efforts, demo events, displays that leverage the same creative as our digital activations, and other retailer-specific programs that live in each retailer’s custom ecosystem,” Price says.
“J&J and the Aveeno brand are leading the way in leveraging analytics to understand how digital promotions drive consumer engagement and incremental sales,” says Blake Burrus, Quotient senior vice president of analytics. “We look forward to continuing our partnership and utilizing our data and measurement solutions to optimize digital executions and create engaging experiences that deliver profitable growth.”
KEY INSIGHT: Only 25% of Aveeno shoppers purchase in more than one category across the portfolio, which includes body lotions, facial moisturizers and treatments, sunscreens and cleansers.
ACTIVATION: The brand deployed seven digital offers via the apps and websites of key mass, drug, dollar and grocery retailers through the Quotient Retailer iQ platform. Additionally, videos appear on product pages on Aveeno’s website and the brand’s YouTube channel.