Introduce new products and elevate sales
Eucerin wanted to feature its skin care products during dry skin season, when consumers were looking for solutions at CVS®.
Eucerin® reactivated lapsed customers
A CMX™ strategic audience solution targeted high-value brand and category purchasers and those that had lapsed in the previous 12 months.
Objective
Solution: a custom campaign informed by ExtraCare® data
Display
Consumers were served contextually relevant ads while actively shopping for skin care products on CVS.com®.
Custom Landing Page
A custom landing page featured multiple Eucerin products, allowing customers to explore the range of skin care solutions to find the best product for their needs.
Social
Highly relevant ExtraCare members engaged with the campaign on Facebook and Instagram.
Results
A dynamic campaign that exceeded the standard CMX™ benchmarks in social media engagement and in reactivating consumers.
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4.6%
incremental sales liftThe quality and depth of ExtraCare member insights allowed for granular targeting of the right customers to achieve Eucerin's objectives.
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1.6X
higher customer reactivationThe campaign reactivated more customers compared to those with similar strategies.
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60%
higher click-through rateSocial delivered significantly higher CTR compared to the standard CMX social benchmarks.
Conclusion
Custom campaign drove sales by reengaging customers
Precision targeting and a multi-channel approach with CMX ensured that Eucerin remained relevant wherever the consumer was in their shopping journey.
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