Amopé: Footcare Product Launch

 

Client: Reckitt Benckiser
Product: Amopé
Category: Health & Beauty
Agency: Adsmovil
Country: Brazil
Year: 2015

 

Campaign Summary

Reckitt Benckiser wanted to launch its new Amopé premium footcare range of pedicure products in Brazil to a premium audience of high-income women. Reaching this small, extremely specific target audience would be challenging, which is why a mobile campaign was used to create brand awareness and generate product sales.

 

Objective and Context

Only in a mobile environment could Reckitt Benckiser launch a campaign targeted to the super-premium audience in Brazil it needed to reach. The target audience was high-income women (AB social class) ages 25 and older. This audience is interested in health and beauty content and regularly patronizes pharmacies and supermarkets in Brazil. They rely heavily on the use of high-end mobile devices.

Campaign challenges included lack of knowledge of the product, its high price and the small size of the target audience. Brazil has only 11 million women in this high-income range.

The campaign segmented the target demographic and focused on women who owned the most expensive mobile devices. Behavior targeting focused on Beauty Savvy, Health Consciousness, Value Shoppers, Primary Grocery Shoppers and Catalog Shoppers.
 

Creative Strategy

The campaign focused on creating brand awareness about the new Amopé product. To get the biggest reach possible and communicate with the exact target audience, Reckitt Benckiser used very accurate segmentation to deliver rich media with comprehensive information about the new product. Mobile geo-location technologies enabled Amopé to reach the right person, at the right place, at the right moment.

This campaign was the first time that Reckitt Benckiser had sold a product in a mobile environment. Reckitt Benckiser could not have achieved the same target accuracy and campaign results through a web campaign.


Results

The success of the campaign was measured not only by the brand awareness it created but also direct product sales through mobile devices. The campaign exceeded all goals.

  • The average clickthrough rate was four times greater than the same campaign on web.
  • 26 percent of the digital sales occurred through a mobile device.

 


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