PZ Cussons Kids – Dragon Cologne

PZ Cussons Kids - Dragon Shampoo

Sky rocket the launch of a new product variant with a mobile-first promotional campaign targeted at category buyers

Case study
Cussons Kids Dragon, a brand by PZ Cussons, successfully recruited new brand buyers for their newly launched product variant, Cussons Kids Dragon Cologne, owing to the awareness drive powered by trade promotion. The promotional campaign by Grivy spurred consumer interest through mobile-first messaging across channels only to match with a purchase opportunity, given the hyper-targeted online to offline trade promotions. The recruitment drive reached its highest potential, leveraging Grivy-owned baby category shopper data to target the right users with the right product at the right time while opening up the avenue for future growth with first-party customer data acquisition capabilities.
100>%
Consumers showcased intent to purchase with the mobile-first campaign enlightening consumers with exciting value offer redeemable at store.
93>%
Consumers showcased willingness for data sharing achieved by striking the perfect balance in value exchange with relevant promotions.
1>.1x
Equitable growth in brand preference above benchmark showcased among target consumers with the total brand equity survey.
The story
Playful endorsement of everyday personal care
Cusson’s kids, heritage kids care brand, has always strived to establish a direct connection with children by bringing their much-loved cartoon characters to life in their products. With the highest priority to produce the best quality, safe-to-use products, the brand has nurtured the sought-after relationship of trust and care with parents who want the best solutions for their children and has provided them the pathway to strengthening their bond with children.
PZ Cussons Kids – Dragon Cologne
The goal
Identifying the right path to success of new product launch
PZ Cussons Kids, with its brand Cussons Kids Dragon, aimed to establish their path to gaining market share for newly launched variant, Dragon Cologne Apple. Top-of-mind recall was aimed to establish with the right message reaching relevant target audience mobile-first and intriguing them on a path to product trial. While Grivy-owned baby product category shopper data enabled to hyper-target promotions at relevant users for maximized participation, the first-party data acquisition abilities through out campaign was leveraged to secure the path ahead with a pool of new users to retarget and nurture to loyalty.
The solution
A push to motivate consumers with intriguing mobile-first messaging capturing intent for offline purchase
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The result
Secure brand strength with 1.3x promoters’ index !
Cussons Kids was enabled to amplify brand affinity and drive intent among new buyers with Grivy integrations of :
● Online-to-offline trade promotions intriguing consumers mobile-first with the right message to drive intent for store purchase.
● Customer data acquisition of first-party consumer data with a mobile-first approach of validating campaign participants and enabling to identification of the sought-after target segment for future efforts.
● Advocacy enabled with shares & referrals, allowing consumers the chance to share their happy experience and bring organic audiences to the campaign.
●Total brand equity study enabling a comprehensive view of consumers' brand perception and their standing in the competitive landscape.

Thus the campaign helped the brand integrate activation of interest online with an offline opportunity to exercise intent along with an opportunity to map consumers' behavior through their journey to purchase. The insights paired with consumer data were their gateway to strategize brand growth with a relevant pool of high-intent consumers to retarget.
PZ Cussons Kids – Dragon Cologne
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Authentication
First-party consumer data collection and activation.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Advocacy
Share and referrals to drive earned media exposure.
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As a well-established brand within the children’s product category, our foundational goal is to drive growth by staying relevant and valuable to our buyers and reach out to new shoppers with the benefit and comfort of our products. Our partnership with Grivy helped us to double down on our aim to drive recruitment at an accelerated pace with data as the basis of targeting. Further, with data points collected across the purchase journey of identified new buyers, it opened the possibility of gauging consumer sentiment to revitalize future efforts for relevance.
Andy Santosa
Category and Brand Manager, Cussons Kids

More ways to engage with consumers

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Shopping Lists

Influence buying behavior with planned purchases.

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Coupons

Activate consumers through online and offline stores.

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Cashback

Drive long term loyalty with instant cashback rewards.

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Receipts

Understand what's in the consumer common basket.

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Authentication

Acquire consented first party consumer data at scale.

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Footfall

Drive store traffic and measure conversions.

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Scanning

Unlock digital experiences through the packaging.

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Loyalty

Drive community loyalty with key retail customers.

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Landings

Lightening fast loading landing pages.

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Sweepstakes

Digital engagement programs.

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Surveys

Gather first-party consumption insights.

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Advocay

Digital word of mouth.

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Missions

Digital shopper missions.

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Rewards

Digital rewards in exchange for data.

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