Cartology, Hatched and Who Gives A Crap prove the power of customer-led media

Who Gives a Crap, together with Hatched and Cartology, have delivered sales and customer growth by bringing brand and trade together.

The announcement:

A recent campaign from purpose-led challenger brand, Who Gives A Crap, together with Hatched and Cartology has proven the impact of brand and trade working in tandem to drive sales and customer growth.

The campaign successfully leveraged Retail Out of Home to bridge the gap between building brand saliency and influencing decisions made in-store.

Leveraging Cartology’s customer insights, Who Gives A Crap were able to target stores with a high density of their core customer segments. A tactical 14 week solution was deployed with strategic upweights based on in-store trade and promotion, revealing that connecting your Out of Home activity with in-store promotion at the right moment drives long-term customer recruitment and retention.

The campaign exceeded expectations, with stores exposed to Retail Out of Home consistently outperforming non-exposed stores. The test and learn confirmed that sustained activity was highly effective, delivering an incremental 2% of customers and sales attributed solely to Retail Out of Home and a retention rate of 69%. For Who Gives A Crap’s toilet rolls in exposed stores, sales grew by +10% (+2% higher than non-exposed stores) with +13% customer growth (vs +5% higher than non-exposed stores), significantly outpacing the declining subcategory.

Cartology’s Director of Client Partnerships and Sales, Tony Prentice comments “With the Who Gives a Crap partnership, we can see the tangible proof of customer insights working in action. By understanding customer behaviour and having a deep connection into commercial and trade activity, we were able to connect brand and trade media and translate this into measurable outcomes. The results that we’ve seen demonstrate the significant value to brands of integrating Retail Out of Home with the in-store experience.”

Melissa Cricks, Brand Marketing Consultant, Who Gives a Crap says “Woolworths is a key growth partner for us and this campaign sets the tone for the way we want to keep building and partnering together. Working side by side with Cartology, we combined our test and learn mindset with their innovative, omnichannel strategy and customer insights to unlock real growth.”

Source: Cartology