Procter & Gamble – Herbal Essence

Procter & Gamble - Herbal Essence

Acquire first-party data on premium hair care audiences with a promotional campaign attracting consumers to a trackable purchase journey

Case study
Herbal Essence, the premium hair care brand by Procter & Gamble, engaged consumers with the premiumness of their product experience by creating purchase opportunities owing to Grivy-supported lower-funnel promotional campaign amplifying sales events at e-commerce platform, Shopee, by defining a purchase journey from awareness to purchase. With the ability to segment campaign participants into existing users and new buyers and further identify them with first-party consumer data, the brand acquired knowledge to power their future retargeting and recruitment strategies with an outlook on their current market share.
49>%
Consumers showcased willingness for data sharing achieved by striking the perfect balance in value exchange with relevant promotions.
89>%
Consumers showcased intent to purchase with the mobile-first campaign reaching consumers with intriguing purchase opportunity.
57>%
New brand buyers recruited to experience the wellness of product with mobile-first communication striking interest for trial.
The story
Nourishing hair with the power of nature!
Herbal Essence is a one-of-a-kind hair care brand by Procter & Gamble that believes in the power of plants in pivoting our everyday hair care regime. With authentic, natural ingredients encapsulated in each bottle of product, the brand aims to serve consumers with the love and nourishment their hair needs and helps them feel empowered with the love and nourishment offered by mother earth.
Procter & Gamble – Herbal Essence
The goal
Empowering the acquisition, enrichment and activation of premium first-party consumer data
Herbal Essence collaborated with Grivy to institute a promotional campaign capable of augmenting sales at the e-commerce platform by onboarding consumers on a captivating path to online purchases. With this immediate goal in place, the brand further envisioned the ability to identify campaign participants with segmentation of their brand buyers from the newly recruited users with first-party data acquisition ability integrated into the purchase journey. The behavioral data points tracked across touchpoints coupled with distinct user identity acquired was the brand’s gateway to realize relevance in future missions of retargeting and new net growth.
The Solution
A journey seamlessly anchoring consumers with interest to destination for purchase
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The result
Premium results of acquiring 57% new aspirants to brand!
Herbal Essence was enabled to boost sales by leveraging Grivy integrations of:
● Online-to-online promotional campaign engaging consumers on a journey from product awareness to product experience through purchase at e-commerce partnering platform, Shopee
● Tracking capabilities integrated at each step of the Grivy user journey enabling to assess consumer interactions to optimize the campaign in real-time and drive maximized purchase intent.
● Customer data acquisition of first-party consumer data validating campaign participants and enabling to identification of the sought-after target segment for future efforts.
● Advocacy enabled with social media shares & referrals, encouraging consumers to share their fun-filled product experience and bring organic audiences to the campaign.
● The total brand equity study revealing consumers’ perception of brand and the impact of campaign on their booming affinity.

Thus, with this campaign, the brand has boomed with new recruitments and accelerated purchases. More importantly, by striking a balance between long-term and short-term objectives, the brand has gained the competitive edge of data to draw a path to future growth opportunities with a broader understanding of brand users, non-users, their buying behavior, and perception of brand.
Procter & Gamble – Herbal Essence
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Authentication
First-party consumer data collection and activation.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Advocacy
Share and referrals to drive earned media exposure.
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Grivy was our facilitator in acquiring premium consumers for amplified product purchases with a captivating mobile-first user journey enabled through its promotional campaign. In addition to powering our immediate sales objectives, the key highlight of our collaboration was the ability to acquire first-party consumer data along with behavioural insights across the Grivy user journey to shape our long-term growth strategy. Grivy is the enabler of the data powerhouse a brand needs to fuel growth with relevant strategies for connecting with the right consumers in the right way.
Michelle Jessica Thamrin
Brand Manager Herbal Essences Procter & Gamble

More ways to engage with consumers

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Shopping Lists

Influence buying behavior with planned purchases.

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Coupons

Activate consumers through online and offline stores.

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Cashback

Drive long term loyalty with instant cashback rewards.

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Receipts

Understand what's in the consumer common basket.

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Authentication

Acquire consented first party consumer data at scale.

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Footfall

Drive store traffic and measure conversions.

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Scanning

Unlock digital experiences through the packaging.

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Loyalty

Drive community loyalty with key retail customers.

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Landings

Lightening fast loading landing pages.

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Sweepstakes

Digital engagement programs.

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Surveys

Gather first-party consumption insights.

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Advocay

Digital word of mouth.

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Missions

Digital shopper missions.

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Rewards

Digital rewards in exchange for data.

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