Avène
Avène sees 36% YoY sales growth despite reported category decline.
Avène sees 36% YoY sales growth despite reported category decline.
Their challenge
Eau Thermale Avène wanted to promote their range of sun care products and, in particular, successfully launch three new SKUs appealing to new audiences;
The goal of these launches was to increase total category market share, grow YoY sales revenue and secure YoY growth in demand from key stockists.
Through a collaborative workshop with the client team and audience research we identified that our audiences spend the majority of their time in the following spaces online:
We leveraged channels strategically to position the brand across the awareness, consideration and decision stages of the customer journey, enabling us to tailor messaging based on funnel position and intent.:
We aligned our digital activities with Avène’s PR and influencer strategy to reinforce messaging across touchpoints and extend total reach and frequency.
The campaign ran alongside in-store and online offers (such as ‘3 for 2’ and ‘25% off’), providing a strong incentive for new customers to trial Avène’s products for the first time. We concentrated these offers into the consideration phase of our strategy to re-engage non-converting traffic in the funnel.
The campaign scaled across five months in total (April-August 2019) to allow us to achieve adequate reach and frequency to grow awareness/brand recall as well as drive sales during the peak summer season. We identified that it was crucial to be visible early in the season to maximise awareness ahead of peak buying times and compete with other key category players.
Avène’s sun-care sales grew by +32% YoY during the campaign; April’s sales were particularly strong at +86% YoY during the first month of the campaign, proving our recommendation to be in market promoting Avène’s sun care range earlier in the year (April 2019 vs June 2018).
This YoY boost follows Avène’s second largest year of growth in the sun care category ever (2018) and was also driven despite a reported decline in the total sun care category in 2019.
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