Case Study

Edgewell Personal Care

Blue Wheel and Edgewell partnered a few years ago, and have been working together across the client’s entire brand portfolio ever since. As the number one prestige men's skincare, body care, and grooming brand, Jack Black worked with Blue Wheel to focus their efforts across several business areas to create a seamless omnichannel strategy.

Omni-channel

Case Study

Edgewell Personal Care

Omni-channel

Blue Wheel and Edgewell partnered a few years ago, and have been working together across the client’s entire brand portfolio ever since. As the number one prestige men's skincare, body care, and grooming brand, Jack Black worked with Blue Wheel to focus their efforts across several business areas to create a seamless omnichannel strategy.

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Results

+823%

Increase in Paid Social Conversion Rate

+100%

YoY Organic Social Traffic

+11%

Increase in Topline Opportunities on Amazon

Results

+823%

Increase in Paid Social Conversion Rate

+100%

YoY Organic Social Traffic

+11%

Increase in Topline Opportunities on Amazon

+8%

Increase in Topline Opportunities on DTC

+50%

Increase in Brand Store Revenue YoY

6 Million

Influencer Impressions

Services

Amazon Ads

Creative

TGC

TikTok

Email & SMS

The Problem

Edgewell faced challenges with its Jack Black brand amid budget cuts, softening brick-and-mortar sales, and the need to adapt to digital marketing goals. With a heavy focus on only ROAS, ACoS, and traffic optimization, it led to wasted spend and suboptimal results. With an emphasis on DTC sales and brand growth, Edgewell sought solutions to optimize its advertising strategies and drive results in a challenging market landscape.

The Solution

Action Items

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.

The Challenge

Edgewell faced challenges with its Jack Black brand amid budget cuts, softening brick-and-mortar sales, and the need to adapt to digital marketing goals. With a heavy focus on only ROAS, ACoS, and traffic optimization, it led to wasted spend and suboptimal results. With an emphasis on DTC sales and brand growth, Edgewell sought solutions to optimize its advertising strategies and drive results in a challenging market landscape.

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.

01

Strategic Advertising Realignment

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.

02

Creative Testing & Optimization

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.

03

Channel Diversification & Influencer Marketing

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.

04

Email & SMS Optimization

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.

Testimonials

I was very amazed by the Jack Black TNF ad campaign. With previous partners, there's no way we would have been able to pull it off in two and a half weeks and take advantage of this kind of bonus beta test that we were offered, which is a huge bonus for us. We're doing a lot of follow-ups on this now, and I think it just speaks to how quickly Blue Wheel works.

Lauren de Wet

,

Sr. Digital Marketing Manager

Edgewell Personal Care

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The Creative

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