Turning UK’s Biggest Supermarkets into Digital Growth Engines with Essity
Essity, a global leader in hygiene and health, partnered with us to unlock new digital growth across the UK's largest supermarket chains.
In response to the challenge of scaling retail media performance in a competitive landscape, our team developed and executed a data-driven, strategic retail media plan that transformed traditional retail partnerships into powerful digital growth engines.
Used Skills
Challenge
1. Low Impact on Digital Channels: While their brands performed well in-store at Tesco and Sainsbury's, digital channels had yet to reach a comparable scale of success.
2. Low Profitability: The low profitability of onsite retail media at both retailers highlighted untapped potential for performance improvement.
Approach
Working together, we simultaneously developed a strategic transition and scaling approach blueprint for each brand, tailored to its specific goals.
We implemented an approach within Sponsored Ads leveraging learnings from our data insights and tools, as well as a deep audit analysis, which uncovered issues with targeting and inefficiencies in budget phasing and allocation.
Results
By restructuring the campaigns and applying up to date and relevant SEO in a highly focused incremental targeting strategy, we were able to dramatically improve the campaign performance and unlock growth for all brands. Essity not only increased return on ad spend (ROAS) despite larger investments but also exceeded Amazon sales performance by x20 times on select brands.
