OBM wanted to see how the #1 selling specialist moisturizing oil that helps improve the appearance of scars, stretch marks, uneven skin tone, aging and dehydrated skin would do in social media, simply from turning the television advertising on.
There are many self-professed marketing gurus telling us TV is dead, so we wanted to measure action and reaction. TV is still very much alive. As long as newer technologies are embraced to meet consumers' time shifting demands and multiple devices, advertisers can always come out on top with the king of media. As marketing theorists have noted, television begins the conversation and it is then carried online. We wanted to measure this theory, because as researchers, theory can only become reality through accurate measurement.
To create measurement, Bio-Oil was assigned a dashboard, where they are now able to logon from our website to see daily "real time" activity of their brand's performance. The dashboard combined various data sources, from point of sales data and television impression deliveries to Facebook impressions and website visits. Placed against our television impressions, we were able to experience the phenomenon daily. Here are the extraordinary results:
Starting with WalMart daily sales was a method to insure instore promotions wouldn't create a false lift, as naturally WalMart doesn't partake in promotions. WalMart daily sales data began uploading into our dashboard in May. Sales indicate that compared to the 3 weeks prior, Bio-Oil experienced a +35% lift in retail sales during our OBM July TV flight.
Compared to a year ago, sales were up 36%. TV aired last 2 weeks in July and 1 week in August, 2015 and did not air during this time period last year.
Facebook impresions were up +231% vs. 3 weeks prior to TV activity.
Twitter impresions were up +289% 1 wk prior vs 1 TV wk post.
+145% new visits
www.bio-oilusa.com quarter vs quarter
+115% paid search
Power is defined as the velocity at which something can be manifest. With real time data, Bio-Oil is now poised to make smarter, faster decisions than their competitors. Now that we have the data, the next steps are "what to do with it"... not to give marketing strategy away, but it's pretty obvious how preparing online for Television will play out in 2016.
"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
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.
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