Cussons Kids Dragon, a brand by PZ Cussons, successfully recruited new brand buyers for their newly launched product variant, Cussons Kids Dragon Cologne, owing to the awareness drive powered by trade promotion. The promotional campaign by Grivy spurred consumer interest through mobile-first messaging across channels only to match with a purchase opportunity, given the hyper-targeted online to offline trade promotions. The recruitment drive reached its highest potential, leveraging Grivy-owned baby category shopper data to target the right users with the right product at the right time while opening up the avenue for future growth with first-party customer data acquisition capabilities.
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.
Identifying the right path to success of new product launch
PZ Cussons Kids, with its brand Cussons Kids Dragon, aimed to establish their path to gaining market share for newly launched variant, Dragon Cologne Apple. Top-of-mind recall was aimed to establish with the right message reaching relevant target audience mobile-first and intriguing them on a path to product trial. While Grivy-owned baby product category shopper data enabled to hyper-target promotions at relevant users for maximized participation, the first-party data acquisition abilities through out campaign was leveraged to secure the path ahead with a pool of new users to retarget and nurture to loyalty.
A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!
Secure brand strength with 1.3x promoters’ index !
Cussons Kids was enabled to amplify brand affinity and drive intent among new buyers with Grivy integrations of :
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 paired with consumer data were their gateway to strategize brand growth with a relevant pool of high-intent consumers to retarget.
