Challenge
Lumineux offers a line of healthy oral care products and began expanding from D2C to retail distribution. Walgreens sales were mediocre and relied heavily on promotions. Sales were poor at Wegmans, a regional grocery chain, and the brand was in jeopardy of being delisted. Retail expansion was slow based upon a lackluster retail story.
- Save the brand from being delisted in its current retail footprint
- Create a brand and sales story that would help expand retail distribution
Insight
During our on-boarding audit of historical marketing activities, we discovered that nearly all support was focused on online engagement and purchase. In-store shoppers had low awareness and understanding of the unique benefits of the product.
Idea
Developed a highly targeted digital strategy to surround Walgreens and Wegmans with the goal of increasing velocity
Tactics included CTV/OTT, paid social, display, non-branded search, all leveraging shopper data to provide closed loop measurement and optimization
Consumers were driven to a campaign landing page to “Find a Retailer”