Aveeno: Data-Driven Masterbrand

Personal care brand Aveeno used a data strategy to deliver addressable creative encouraging consumers to explore its product line in the US.

Campaign details

Brand: AveenoBrand owner: Johnson & JohnsonLead agencies: J3, UMContributing agencies: Roberts + Langer, CadreonCountry: United States

Executive summary

Aveeno's campaign objective was to deepen relevance with consumers and retailers, loyalizing existing buyers and growing their lifetime value by converting them to purchase Aveeno across multiple skincare categories.

Leveraging shopper data, smart targeting and addressable creative within programmatic digital, we executed a campaign driving personalized cross-product-line promotions to consumers in a relevant way. The campaign reached over 10m households, driving lifts in ad awareness, purchase intent, brand favorability, and ultimately...

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