By leveraging a different way of thinking towards a new usage occasion for Flushable Moist Wipes we were able to address a hard to reach audience and increase receptivity opening the door for growth. By shifting to using strong geo and third-party data to address a hard to reach audiences within a certain scenario we opened the door for growth.
We needed to get millennials to see the need to use Cottonelle Flushable wipes. Cleanliness boosts confidence before, during, and after intimate moments. Using data first approach we targeted actively dating people in key Canadian metros. Using APEX’s new partner, Kochava, we created custom audience segments, targeting users who had downloaded dating apps who were in top “date locations” in key metro centers. The most important time to be top of mind with Cottonelle Flushable Moist Wipes to reinforce the intimacy usage occasion was when our targets were on (or considering going on) a date. Using the data we had, we found our target based on their top date locations and top dating apps. After consumers interacted with our ad, they received a ‘Buy Now’ message, which helped us drive conversions against a new audience and a new usage occasion. The audience was receptive, contributing to a 6% spike sales in online ad-attributed channels while the campaign was active and ROI was through the roof! The success of leveraging a different way of thinking towards the usage occasions for Flushable Moist Wipes and how we address moments of receptivity has opened the door for growth.