A leading manufacturer of safety razors wanted to know whether a social media advertising campaign generated a positive return and encouraged the right type of consumer behaviour

IRI determined that the social campaign delivered a 7.5% sales lift and a 6% increase in refills, and that 79.7% of new customers were sourced from key competitors.

The Challenge
Attributing sales to online advertising is difficult due to a number of factors. IRI’s broad range of data assets and our ability to link them means we can accurately isolate the effects of social media on sales.
The manufacturer selected a specific product to feature in a specialized advocacy program (an advertising campaign fueled by real consumers recommending the purchase of a specific product).

In partnership with the manufacturer’s social marketing agency, IRI applied a four step process to execute the campaign:
Select campaign target based on several key factors:
  • Women aged 23 to 28
  • Involvement in social media platforms
  • Regular purchases in the shave category
Ensure full campaign engagement through:
  • Exclusivity using invitations and limited time offers
  • Education regarding the product
  • Recognition and reward for the consumer
Activate across a multitude of channels including:
  • Social posts
  • Blogs
  • Video reviews
We also measure sales activity at the market and household level.
To measure the impact, IRI utilized a five step process to lead the manufacturer through the campaign and gauge the success of the program:

2 similiar geographic markets
Advocacy campaign to one market
Store-to-store sales transactions
For variables not related to the campaign
Sales lift attributed to the advocacy campaign

The Result
IRI's analysis found that the advocacy campaign created significant sales lift, 7.5% for the product and 6% for product refills. The majority of sales (79.7%) were sourced from key competitors, the type of behaviour the manufacturer desired.
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