CHALLENGE
- Boost brand awareness and drive sales within a limited budget.
- Identify the target audience (only consumers who buy fabric softeners) and engage them with a precise omnichannel digital strategy.
ABOUT
Frosch is a German brand offering an eco-friendly alternative to traditional cleaning products. Rooted in a commitment to protecting both people and the environment, Frosch uses plant-based active ingredients that break down quickly and completely with minimal ecological impact.
SOLUTION
To maximize efficiency, we leveraged X5 Retail Group’s customer data to target precisely fabric softener buyers. The advertising channels included posting videos on OK and VK (Russian social media platforms – Odnoklassniki and Vkontakte), along with OLV placements across Mail.ru Group network. Buying this data allowed us to measure the direct impact on sales by tracking Frosch’s category share before, during, and after the campaign.
This case highlights the power of buying data for brands with niche audiences. While the cost per contact was higher, we avoided wasting impressions on consumers unlikely to be interested in the product.
Frosch’s category share in X5 sales nearly doubled after the campaign.
Growth of aided brand awareness among consumers in this product category.
Growth of aided brand awareness within the campaign’s target group.
Growth of aided brand awareness among the brand’s target group.
RELATED PROJECTS
