Case Study
Cremo (Edgewell), a grooming company that specializes in men’s products, was entering a new category with its latest products on a national scale, selling in Walmart, Target, and on Amazon. The brand contacted Blue Wheel to develop a successful strategy for entering the competitive men's antiperspirant deodorant market.
Case Study
Cremo (Edgewell), a grooming company that specializes in men’s products, was entering a new category with its latest products on a national scale, selling in Walmart, Target, and on Amazon. The brand contacted Blue Wheel to develop a successful strategy for entering the competitive men's antiperspirant deodorant market.
VCR
Video Completion Rate
DPVR amazon.com
Detail Page View Rate
Aided Awareness
Lift in Aided Awareness
VCR
Video Completion Rate
DPVR amazon.com
Detail Page View Rate
Aided Awareness
Lift in Aided Awareness
Brand Favorability
Lift in Brand Favorability
Purchase Intent
Lift in Purchase Intent
Brand Affinity
Lift in Brand Affinity
Amazon DSP
Cremo, a modern grooming brand, sought an effective strategy to increase awareness and sales of its new products among existing Cremo shoppers, both on Amazon and elsewhere, while also acquiring new customers interested in antiperspirant deodorants.
The Blue Wheel team launched three STV campaigns for Cremo. We were able to track the Page Views of users who were exposed to these campaigns and subsequently visited a Cremo product page on Amazon in addition to Cremo’s DTC site. The Brand Lift study indicated that Cremo streaming TV ads had a significant impact on audiences, helping drive overall success.
Cremo, a modern grooming brand, sought an effective strategy to increase awareness and sales of its new products among existing Cremo shoppers, both on Amazon and elsewhere, while also acquiring new customers interested in antiperspirant deodorants.
The Blue Wheel team launched three STV campaigns for Cremo. We were able to track the Page Views of users who were exposed to these campaigns and subsequently visited a Cremo product page on Amazon in addition to Cremo’s DTC site. The Brand Lift study indicated that Cremo streaming TV ads had a significant impact on audiences, helping drive overall success.
To support Cremo’s upper-funnel strategy, we first implemented the Amazon Ad Tag on the Cremo DTC site, allowing us to accurately track sales attributed to Amazon campaigns.
We then developed Custom Audiences tailored to high-value segments, including past Cremo purchasers, competitor brand buyers, and known high-value customers, to ensure we targeted users most likely to convert.
Leveraging Amazon shopper insights, we partnered with Amazon’s deal teams to craft a curated streaming TV (STV) deal. This package was informed by viewership data from existing Cremo customers and in-market audiences, aligning ad placements with relevant streaming content.
To measure the impact, we executed a full-funnel measurement plan that included a 3rd party Brand Lift study, Amazon DSP platform data, & Amazon Marketing Cloud analysis, providing valuable insights into the campaign’s influence on brand perception as well as bottom funnel activity.
Blue Wheel addressed Cremo’s challenges and goals by developing and executing a high-impact brand awareness campaign that leveraged Amazon data and streaming TV capabilities. This allowed for tracking ad-attributed sales on both Amazon and Cremo’s direct-to-consumer site. The strategy was chosen due to Cremo already having a strong brand presence and an established shopper base on Amazon. For the product launch, the focus was on utilizing upper-funnel awareness-driving tactics.
Amazon offered unique inventory options, such as Prime Video, along with valuable shopper purchase data and detailed audience insights. Additionally, Amazon provided closed-loop measurement to help understand how tactics like streaming TV (STV) drive sales on their platform and influence lower-funnel activations.
The Amazon STV campaign exceeded our expectations—not just in reach, but in the quality of engagement it drove with our target audience. The execution was seamless, and the campaign played a pivotal role in the successful launch of our new deodorant line. It’s been a standout example of how premium, targeted video can deliver both brand impact and measurable business results.
Edgewell Personal Care
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