ENTERING THE SWEDISH MARKET
With our customized performance testing strategy, we helped WaterWipes to successfully enter the Swedish market. Via our testing, we identified the perfect target group for the product (young and expectant mothers) and analyzed which content was particularly appealing for them.
THE CLIENT
WaterWipes is a global company that produces baby wipes and distributes them in more than 50 countries. Their trademark is natural ingredients: All WaterWipes products contain 99.9% water and one drop of fruit extract.
GOALS
- Generate brand awareness via social media platforms on the Swedish market.
- Audience testing
- Asset testing
- KPI optimization
- Phase 1: Link click generation to the Swedish WaterWipes landing page
- Phase 2: Link click generation to the respective retailer landing pages
CHALLENGES
The challenge in the first step was to define and develop the appropriate target groups for the Swedish market. By appropriate testing, different interests, under consistent demographic attributions, were evaluated against each other for performance and then accordingly optimized
Since WaterWipes does not sell its wet wipes via its own website, but only links to corresponding retailers, a precise ROAS was hard to get by. Hence, we focused on soft KPIs such as link clicks and landing page views.
WHAT WE DID
- Campaign conception and set-up
- Audience testing (multiple interests testing)
- Asset testing (images vs. videos
- Retargeting
RESULTS
In particular, the very low cost per click, with a five-digit number of clicks, reflects the excellent performance of the campaign. Middle-aged women were the
strongest target group. The performance of the interests tested against each other showed that emotional topics generated the most clicks at the lowest cost. In terms of assets, it quickly became clear that moving images were the best way to communicate relevant topics and interests on an emotional level.
Expectant parents want one thing above all: to be well-informed about products for their newborn. For topics and target groups that are emotionally charged, moving images can provide the best possible access to the product.
4 MONTHS CAMPAIGN DURATION
20+ AUDIENCE TESTING
18 ASSET TESTINGS
800.000+ POTENTIAL CUSTOMERS REACHED
Click here for the landing page of WaterWipes