Advertiser: Johnson & Johnson
Effie Awards Category Context
Aveeno's campaign objective was to deepen relevance with consumers and retailers, loyalizing existing buyers and growing their lifetime value by converting them to purchase Aveeno across multiple skincare categories.
Leveraging shopper data, smart targeting and addressable creative within programmatic digital, we executed a campaign driving personalized cross product
line promotions to consumers in relevant way. The campaign reached over 10m households, driving lifts in ad awareness, purchase intent, brand favorability and ultimately delivering a +7% sales increase.
State of the Marketplace & Brand's Business
The Aveeno brand has a wide range of product lines which span across a user's lifetime from baby care products to anti-aging solutions. However, while its four largest product segments were experiencing positive