- Marketing strategy increased share of eye care brand by 8% in 2 years.
- Online strategy and marketing tool increased customer loyalty
- Identified new vectors of growth for a brand with an aging customer base
Increased share of the #3 brand by 8% in three years in an eye care category with a new marketing, retail and selling strategy.
Opportunity: To reposition the #3 brand in an eye care category with a new marketing, retail and selling strategy to leverage a new product formulation.
Insight: Focus on a core group of the most profitable customers. Reach them through smart media ideas linked to time of day when product use is most relevant. This would leverage the brand response by being at the right place at the right time. The strategy delivered a unique brand positioning in retail to increase instore presence.
Results: The eye care division has grown by over 40% in just three years. Brand awareness and benefit recall are highest in this competitive category.