Digital Strategy:
Establishing Footprint in Foot Care for a Trusted Household Brand
Industry: Foot Care, CPG
Channels: Social, SEM & Display
May 2022 - September 2022
The Challenge: Our client, a renowned household brand known for over 170 years for its commitment to purity and quality, sought to expand its presence into the Foot Care aisle. Despite being an iconic name synonymous with odor and wetness control, the brand faced stiff competition from well-established players like Gold Bond, Odor Eaters, and Dr. Scholl’s. With low awareness and minimal visibility in the Foot Care category, the challenge was to quickly introduce the brand, establish a presence, and secure shelf space at Walmart against legacy competitors.
Winning Approach: Working within a smaller budget, we developed a strategy that aimed to maximize the investment and effectively reach the targeted audience. Leveraging a robust mix of channels, precise targeting, and cutting-edge technology, we implemented a cross-channel marketing campaign. This comprehensive approach included strategic planning, media placement, and creative asset development, ensuring that the campaign would break through the noise and firmly introduce the brand to the Foot Care category.
The Results
35MM
Impressions
194K
Social Engagements
19MM
Unique Reach
+60%
SEM SOV
$0.05
Cost Per Walmart Store Visit
+26.5pt Lift
Incremental traffic life in Females w/o College
+5%
Walmart Sales Lift
-24%
Paid Search CPC
Key Insights: The success of the campaign can be attributed to the meticulous combination of channels, precise targeting, and technological innovation. The impressive Walmart sales lift, exceeding industry benchmarks, demonstrates the effectiveness of the strategy in driving consumer engagement and purchase intent.