Despite collaborating with celebrity chef James Martin for the last 15 years, Wahl’s kitchenware range suffered a lack of awareness, investment and support.
With the busy Christmas trading period approaching, we were tasked with boosting online sales for 3 major retailers, moving the range up the agenda to improve prospects of greater investment in 2017.
To drive awareness of key product promotions
To drive traffic and support sales of the products via 3 major retailers
BC1C2 Women 25-34
Our analysis uncovered this audience as typical of those buying kitchenware in the same retailers in the last 12 months, as well the profile of foodies who are influenced by celebrity or expert recommendations.
Our audience were considerable users of digital media, so with a limited budget, we needed our solution to access a multitude of digital platforms – desktop, tablet and mobile, yet be smart enough to maximise its potential among foodies.
We recommended a two tier approach:
– Programmatic to maximise budget, serving the right product, to the right person, on the right device, at the right time.
– Contextual Display working with an established publisher with a wealth retail data which we could segment to identify our core audience.
Within a week of going live, we contributed to 771% growth in sales of the product via one key retailer, with an additional +37% sales in the second week of the campaign.
During the campaign, Wahl received their bigger ever order for the range via this retailer, demonstrating customer demand.
Performance exceeded media industry benchmarks, averaging a click through rate of 0.09% for Programmatic and 0.14% for display, versus the industry average.