Remington

A holiday campaign that outdid sales goals.

The Situation

Remington — that’s the line of personal grooming products, not the guns — suffered from low awareness and limited distribution. Their category’s crowded with bigger names, some of which can rely on a brand halo to keep their advertising spend low. Further complicating things, this holiday campaign needed to target two very different consumers: Women shopping for curling wands, flat irons, blow driers and personal groomers and men shopping just for groomers.

The Solution

The campaign drove sales lift that was 123% of our goal. The success was thanks to a smart media mix: It relied on print magazine ads targeting women and digital content partnerships to drive awareness, as well as digital display and proximity-based marketing to connect to consumers in-store and drive our messaging home.
Highlights:
– The week leading up to Black Friday through Christmas saw the highest lift and volume of sales.
– Activation advertising saw the highest engagement from millennials and moms — the same segment we knew were most likely doing the holiday shopping.
– Female users on-site heavily increase during key holiday times, indicating females are researching products around Black Friday and Christmas.
– Using an influencer within the gaming platform Twitch proved successful — exceeding all goals.

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