Haleon HBB
When Cartology NZ rolled out its nationwide digital screen network in Woolworths' Health and Body aisles, Haleon seized the opportunity to test the medium's true impact.
Increase in average weekly Sensodyne units uplift vs pre-period (In 70 stores) vs 4% in all stores
Increase in average weekly Panadol units uplift vs pre-period (In 70 stores) vs 29% in all stores
new-to-brand Panadol customers
Campaign Background and Objectives
The primary objective was to quantify the incremental sales uplift for the 70 stores that carried the all-new H&B screens, using a 'test vs. control' environment to isolate the assets' impact on path to purchase behaviour, without the noise of additional variables.
Around 68% of customers notice or engage with Retail Media when shopping for Health and Body products.
A key insight was 78% of customers make their grocery purchase decisions while in the store.
1 in 3 Health and Body customers are seeking information around the right product for them. (Source: Woolworths Group Gather Panel, Category Insights Deep Dive Survey - H&B, August 2022 n=2,221)
Solutions and Results
Haleon trialled 70 H&B screens in WK13 with Impactful full motion creative from two of its core brands - Panadol Rapid and Sensodyne. By launching a siloed campaign across the initial 70-store rollout with no other supporting in-store media, Haleon created a clean environment to measure influence in the 70 stores versus the stores that carried no media. The resulting data proved the power of these premium touchpoints to win mental & physical availability along the customer journey.
Sensodyne:
✨ +21% Increase in average weekly sales uplift vs pre-period (In 70 stores) vs 3% in all stores- outperforming non-media stores by 7x
✨ +24% New-to-brand customers
Panadol:
✨ +14% Increase in average weekly sales uplift vs pre-period (In 70 stores) vs 6% in all stores
✨ +41% New-to-brand customers
