Beiersdorf’s Eucerin Digital Promotion Campaign Drives 83% Incremental Shopper Spend

Powered by Quotient, the leading skincare brand moved the same amount of product in half the time compared to last year, highlighting the value of integrated campaigns to maximize promotional dollars

Quotient, the leading digital media and promotions technology company, and skincare company Beiersdorf announced the results of a strategic and integrated promotion campaign for the therapeutic skincare brand, Eucerin.

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“With Quotient’s promotion strategy we were able to drive 77% trial rate and 83% average shopper incrementality”

The campaign was informed by two key insights: 1) Brand loyalty continues to shift throughout the pandemic; and 2) With inflation on the rise, consumers are motivated to save money. Beiersdorf deployed integrated digital promotion tactics and offers for Eucerin, powered by Quotient, to reach targeted shopper groups at scale, maximize reach, drive trial and increase basket size. Digital promotions allowed Beiersdorf to target shoppers with granularity, measure results and empower shoppers to save on their own terms—whether in-store or online.

Key elements of the campaign approach included:

• A strategically timed launch ahead of peak dry skin season, to allow the brand to capitalize when the consumer is ready to stock up, driving basket while increasing loyalty and repeat shopping trips.
• The benefits of a duration-based campaign with firm start and end dates for the promotion, to allow retailers to effectively plan merchandising while maximizing investment.
• Increased retail integration with a layered, targeted approach to engage specific audience subsets at scale and drive trial and buy rates vs. simply ‘moving product.’

The value-based message earned them a spot in shoppers’ baskets. The campaign moved the same amount of product in half the time, seven days vs. 16, compared to the year before. Additionally, the campaign saw a $1.95 return on promotion spend.

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“With Quotient’s promotion strategy we were able to drive 77% trial rate and 83% average shopper incrementality,” said Jennifer Adams, Director of Shopper & Customer Marketing at Beiersdorf. “We intend to apply these learnings across our portfolio and continue providing value to our consumers.”

“We’re proud to have powered such an impactful campaign for Eucerin, driving more working dollars for the brand and impacting consumer choice,” said Steven Boal, CEO at Quotient. “As the shopping journey continues to evolve, it’s critical for brands to innovate and engage in smarter ways to drive loyalty and repeat shopping trips that are key to their long-term growth.”

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