Results
The Challenge
The Process
The goals were to optimize advertising strategies to achieve maximum efficiency and new-to-brand sales despite budget constraints and to focus on brand advertising for overall brand growth. By increasing upper funnel conversion rates, customer acquisition, and social/influencer impressions, we were able to get a broader dispersion of UGC/social proof and improve brand engagement across digital channels.
We restructured Edgewell's media plan, focusing on brand advertising alongside DTC sales to maximize reach and engagement. Most of the budget was shifted to the upper funnel to increase NTB sales.
Our team utilized Meta Advantage+ catalog ads to conduct extensive creative testing, optimizing campaign structures for improved performance. We created a TNF ad campaign in partnership with Amazon to attract the brand’s target audience.
We expanded advertising efforts beyond traditional channels to include TikTok, leveraging its lower CPC, growing influence, and audience engagement. Our marketing specialists tailored TGC and influencer campaigns to drive awareness and engagement, leveraging UGC content for paid media amplification.
We revamped email and SMS campaigns with personalized content and expanded workflows to improve customer engagement and retention.
The Solutions
Blue Wheel implemented a tailored omnichannel strategy for Edgewell to address the specific challenges and goals of promoting the Jack Black brand. We conducted in-depth data analysis with our Performance Commerce Effect (a stage-driven KPI ecosystem) to understand consumer behavior, market trends, and performance metrics across various channels. This analysis provided valuable insights into audience segmentation, purchase patterns, and channel effectiveness, informing our strategic decisions.
Through our digital-first creative approach, we created visual content that could be used and repurposed in many ways. Leveraging Meta's ASC ad type, we performed extensive creative testing to optimize campaign structures and improve performance. By testing hundreds of pieces of creative, we identified the most effective messaging and visuals to resonate with the target audience, driving higher engagement and conversion rates.
Recognizing the importance of diversifying marketing channels, we expanded Edgewell's presence across multiple platforms, including social media, eCommerce marketplaces, and retail partnerships. This ensured the brand reached consumers through various touchpoints, maximizing brand exposure and sales opportunities.
Our team ensured seamless integration and coordination across channels, maintaining consistency in branding and messaging while adapting strategies to suit the unique characteristics of each platform. This holistic approach reinforced brand identity and enhanced the overall customer experience across all touchpoints.
