cosmetics brand Neutrogena wanted to promote its new Beach Defense sunscreen. Traditionally, these types of products are advertised in weather Clipping Path applications, to reach users at the same time that they are informed of the solar intensity on a given day. But this has some drawbacks, since users are exposed to the message for a very short time and at a time with low purchase intention. To optimize its ad budget and target users most likely to convert, the brand used a combination of weather and geolocation data . Thus, people from the target audience (women aged 18 to 54) received
invitations to buy sun cream when the weather was sunny and they were near a pharmacy and in an area with high sun exposure, such as a park or the beach. . For maximum efficiency, they also added personalized coupons to incentivize purchases. Thanks to this campaign, brand awareness increased from 0 to 63% and purchase intent increased by 43%. 3) Park Stay&Go Park Stay&Go hotels are located near ports and airports and offer a very specific service: one-night stays and up to two weeks of parking. Thus, customers can arrive in their car at night, take their flight or boat the next morning and pick up the car on the way back from their trip.
To identify people interested in this service, demographic data was not enough. Instead, the company unified information about its customers so it could distinguish between new users and people who had already stayed at its hotels. The latter received additional and cross-sell messages to encourage reservations.Video marketing: best video actions for each phase of the funnel By Laia Cardona , published on February 8, 2022 Video marketing is a very effective strategy that is becoming increasingly popular . But for it to really work, it is necessary to adapt it to the moment in which users are,