A new campaign from Who Gives A Crap was brought to life via Hatched and Cartology, tapping into brand and trade working together to drive sales and customer growth.
The campaign leveraged retail out of home to bridge the gap between building brand saliency and influencing decisions made in-store.
Leveraging Cartology’s customer insights, Who Gives A Crap was able to target stores with a high density of their core customer segments. A 14-week solution was deployed with strategic upweights based on in-store trade and promotion, revealing that connecting out of home activity with in-store promotion at the right moment drives long-term customer recruitment and retention.
The campaign found that stores exposed to retail out of home consistently outperformed non-exposed stores. The test and learn confirmed that sustained activity was highly effective, delivering an incremental 2 per cent of customers and sales attributed solely to retail out of home and a retention rate of 69 per cent.
For Who Gives A Crap’s toilet rolls in exposed stores, sales grew by +10 per cent (+2 per cent higher than non-exposed stores) with +13 per cent customer growth (vs +5 per cent higher than non-exposed stores), outpacing the declining subcategory.
“With the Who Gives a Crap partnership, we can see the tangible proof of customer insights working in action. By understanding customer behaviour and having a deep connection with commercial and trade activity, we were able to connect brand and trade media and translate this into measurable outcomes. The results that we’ve seen demonstrate the significant value to brands of integrating retail out of home with the in-store experience,” Cartology’s director of client partnerships and sales, Tony Prentice, said.
“Woolworths is a key growth partner for us, and this campaign sets the tone for the way we want to keep building and partnering together. Working side by side with Cartology, we combined our test and learn mindset with their innovative, omnichannel strategy and customer insights to unlock real growth,” Melissa Cricks, brand marketing consultant, Who Gives a Crap added.
