1. No category

INCREASE
IN SALES:
NOTHING TO
SNEEZE AT
Personal care brand successfully
introduces new allergy relief
product and sustains growth
How do you successfully introduce a new product and sustain sales beyond its
initial launch period? You do it by using real-time sales data to locate the right
neighborhood stores, and by running digital ads to the right audiences around
those stores. It’s hyper-local, on a national level.
That’s exactly what one of the world’s leading personal care products companies
wanted to do when it turned to MaxPoint to help launch a new allergy relief
product. We identified the specific stores to target and the best customers in
each area. We then served targeted digital ads that offered coupons for the
product at a big-box retailer. Once the campaign launched, we carefully listened
to the stores by monitoring real-time performance so we could continuously
optimize the campaign.
Campaign Goals
• Lift sales of new
allergy relief product
• Support the brand’s
promotional event for
the new product
• Sustain sales levels
beyond the new product’s
early launch period
During the campaign, MaxPoint brought:
Hyperlocal Digital Targeting
Because the brand launched the product prior to allergy season, the campaign
had to generate buzz that would last several months. The hyperlocal digital
approach was successful, producing 42% increase in average daily sales per
store and 27% brand lift after the campaign concluded.
Real-Time Optimization
We used real-time sales data to pinpoint individual store locations that had the
highest sales velocity during the campaign. By focusing on stores with strong sales
momentum, MaxPoint effectively accelerated product sales during the campaign.
42%
POST-CAMPAIGN
PRODUCT LIFT
maxpoint.com | 800.916.9960
27%
POST-CAMPAIGN
BRAND LIFT
3:1
ROI
10%
CAMPAIGN
SALES LIFT
© 2015 MaxPoint Interactive, Inc.
SALES LIFT BY BDI/CDI GROUPING
BRAND DEVELOPMENT INDEX
HIGHER
No SKU Lift
No Brand Lift
No SKU Lift
No Brand Lift
After evaluating the
campaign’s effectiveness,
dollars were redirected to
best-performing stores.
26% SKU Lift
17% Brand Lift
26% SKU Lift
22% Brand Lift
HIGHER
LOWER
CATEGORY DEVELOPMENT INDEX
Store-Level Analysis
After a thorough BDI/CDI analysis, we discovered that the highest-performing
stores for the campaign actually had the lowest brand development indexes.
Based on these findings, we adapted our approach mid-campaign, ensuring
that every dollar spent directly contributed to the brand’s long-term goals.
Ultimately, MaxPoint’s sales-aware approach produced
the results that the brand needed—strong sales in the short
term and even stronger sales in the long term. The initial
investment in hyperlocal can provide sales dividends well
beyond the new product’s initial launch.
Audience Profile
College-educated
mothers aged 25 –54
History of allergy relief
product purchases
Interested in allergy care
Located within a dynamically
optimized radius of highopportunity stores
maxpoint.com | 800.916.9960
© 2015 MaxPoint Interactive, Inc.