CPG Case Study: Women's Antiperspirant

PROMOTING ANTIPERSPIRANT BY ALIGNING WITH CONTENT ABOUT SWEATY SITUATIONS

OBJECTIVE

Multinational consumer goods company wanted to increase awareness of its clinical-strength antiperspirant for women.

STRATEGY

Starting with relevant pages, we used our advanced contextual platform to find women reading about stressful/sweaty situations, where they'd be receptive to an ad for a stronger, clinical-strength deodorant.

We created custom Content Targets around fitness apps/gadgets, work/life balance, and women’s lifestyle changes like weddings and pregnancy; connecting the brand’s message with ideal audiences at the right moments.

RESULTS

The Advanced Contextual team optimized towards content that resonated best and exceed client benchmarks without breaking a sweat. We achieved a 72% VCR and an average 0.14% CTR for display; beating the client’s 0.08% benchmark by 75%, resulting in repeat business.

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