Unilever – Ponds

Unilever - Ponds

Boosting trial for a new variant with store-enabled trade promotions tracking consumers for valuable insights to unlock new growth.

Case study
Pond's by Unilever was enabled to acquire new consumers with a promotional campaign driving store footfall for product purchase at retail outlets with location intelligence. Further in collaboration with Grivy, the brand was triumphant in its attempts to understand its consumers better with insights derived from data measurements from click to checkout through consumers’ purchase journeys. This was key to honing marketing efforts in the right direction with knowledge of the right time, place, and consumer segment to target for escalated conversions and subsequent market penetration.
21>+
Consumer segments A/B tested to achieve the right audience to target with effective brand efforts to escalate recruitments.
43>%
Purchase intent among potential consumers captured with optimized efforts to reach consumers at pertinent moments to drive desire for store purchase.
32>%
Attributable store visits, aiming to drive subsequent product trials, achieved successfully with location intelligence tapping impulse to visit nearby stores.
The story
To bring the best out in your skin !
First established in 1846, Pond’s has ever since been carefully curating skincare products to sustain and support each evolving need of men and women across the globe. With 150 years of delivering beautiful results, the brand has proved its supremacy in making both men and women feel the best from within by enhancing their beauty with a glow to conquer their everyday goals.
Unilever – Ponds
The goal
A data driven endeavor to market penetration
Pond’s, the beauty brand by Unilever, aimed to power their strategy to reach relevant consumers with captivating marketing efforts leveraging data insights on consumer behavior across purchase funnel successfully enabled with online-to-offline trade promotions enabled and tracked at each user event by Grivy. The brand further was successful in an attempt to boost awareness and drive recruitments for their new variant with exciting offers activating consumers in pertinent moments to drive trial.
The solution
Initiating a trail to attributable store visits to drive trial with exciting trade offer and derive insights for future optimizations
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The result
Radiance in results with 43% purchase intent !
Pond’s was able to capture the intent of high potential consumers and subsequently escalate purchases for the newly launched variant with Grivy enabled :
● A/B tested trade promotion capturing intent with exciting offers optimized to reach relevant consumers at the right moment to drive trial at offline stores.
● Custom Audience with higher potential of activation targeted with brand promotions to achieve effectiveness in marketing efforts.
● Location intelligence to enable convenience in purchase from the nearest available store.
● Audience modeling to create the highest potential consumer persona to power the brand’s retargeting efforts.

Thus the brand was enabled to create relevant audiences for new net growth with efficiency in future efforts while achieving impact of new recruitments with attributable store conversions justifying the relevance of existing marketing efforts and the scope for improvements with same.
Unilever – Ponds
Attributions
Captivate audience attention and enable smart redirects.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Authentication
First-party consumer data collection and activation.
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To let go of all inhibitions and achieve results with data-driven decisions, collaboration with Grivy was all we needed. Knowing our consumers better with insights is essential to drive personalized connections for long-term association. With Grivy-enabled trade promotions tracking the effectiveness of our efforts from click-to-check out in consumers’ path to purchase was the key enabler of optimizations to achieve immediate results with sales conversions while also helping us build on our plan for future growth.
Varina Merdekawaty
National Key Account Manager at Unilever

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