PZ Cussons - Cussons Kids

Case Study

In collaboration with the Grivy Growth Platform, Cussons Kids was able to blow up the recruitment drive of new shoppers for an existing product line, Cussons Kids Dragon Shampoo. With an online-to-offline promotional campaign targeted at category shoppers, the brand was equipped to attract new consumers to a seamless purchase journey leading to an immediate surge in sales volume. The well-designed relevant value exchange presented with an intriguing promotional offer further supported the smooth execution of first-party data collection of high-intent audiences for future retargeting for retention.

100%

Consumers showcased intent to purchase with the mobile-first campaign enlightening consumers with exciting value offer redeemable at store.

1.9x

Uplift in consumers’ willingness for data sharing achieved by striking the perfect balance in value exchange with relevant promotions.

1.7x

Equitable growth in brand preference above benchmark showcased among target consumers with the total brand equity survey.

The Story

Playful endorsement of everyday personal care

Cusson’s kids, heritage kids care brand, has always strived to establish a direct connection with children by bringing their much-loved cartoon characters to life in their products. With the highest priority to produce the best quality, safe-to-use products, the brand has nurtured the sought-after relationship of trust and care with parents who want the best solutions for their children and has provided them the pathway to strengthening their bond with children.

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The Goal

Strengthen the foundation of brand growth with data-driven recruitment drive

Cussons kids partnered with Grivy aiming to leverage the data capabilities of the Grivy Growth Platform in shaping their goal of recruiting new shoppers for their Cussons kids Dragon shampoo. With the hyper-targeted promotional campaign reaching high-potential shoppers mobile-first, the brand sought to grab consumer attention and gauge their transition to purchase intent with a well-designed online to offline purchase journey trackable for behavioral data points of validated campaign participants.

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The Solution

A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!

The Result

Secure brand strength with 1.2x promoters’ index !

Cussons Kids Dragon was enabled to uplift affinity and instill purchase intent among relevant consumers with Grivy integrations of :

Online-to-offline trade promotions capturing intent with exciting offers online to drive purchases offline with location intelligence, making it a seamless purchase path.
Customer data acquisition of first-party consumer data with a mobile-first approach of validating campaign participants and enabling the identification of the sought-after target segment for future efforts.
Advocacy enabled with shares & referrals, allowing consumers the chance to share their happy experience and bring organic audiences to the campaign.
Total brand equity study enabling a comprehensive view of consumers' brand perception and their standing in the competitive landscape.

Thus the campaign helped the brand integrate activation of interest online with an offline opportunity to exercise intent along with an opportunity to map consumers' behavior through their journey to purchase. The insights thus derived are a gateway to strategize brand growth with relevance as the core of targeting new look-alike audiences and retaining existing ones.

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The Story

The Goal

The Solution

The Result

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