OBM will merge Bio-Oil online activity during its July and August 2015 television flight, along with POS data, into its proprietary dashboard to monitor online activity against planned television media dollars and impressions. The focus of the study is to highlight digital lifts (online conversation and conversion) as direct response from television activity.
Prior to this effort, the Bio-Oil television KPI was set toward a drive to retail. Although sales continue to grow year over year, monitoring in store promotion and POS data does not fully illustrate the attributes television can provide.
“We see this as an important step in relationship to consumer, measuring the entire impact television provides. Empirical marketing studies point toward television starting the conversation for CPG brands, and digital allowing that conversation to continue. We want people talking, we want engagement. Bio-Oil's sales driver is discovery, we want consumers to discover all of the uses this product offers and that starts with conversation. This model allows Bio-Oil to see the conversation in real time. With media fragmenting, and how that media consumption is evolving, Bio-Oil will have an even greater picture of awareness activity to share with retail partners.” -Cary Herrman, President, OBM
Other options, such as regional weather conditions, are being implemented to match regional sales, giving a greater look into possible seasonal / regional trends in real time to match the brand's numerous attributes.
Bio‑Oil is a specialist moisturizing oil that helps improve the appearance of scars, stretch marks, uneven skin tone, aging and dehydrated skin. Bio‑Oil has won 238 skincare awards and has become the No.1 selling scar and stretch mark product in 20 countries since its global launch in 2002.