Situation: Proven success with Dr. Smith’s led Mission Pharmacal to entrust The DeBerry Group with the marketing of an additional product – Lycelle Lice Treatment. The DeBerry Group began working with the product in the spring of 2017 with a goal of improving sales at select retailers nationwide and increasing brand awareness among parents with school-aged children.
Lice treatment products are faced with an innate challenge- it’s not a product purchased pre-emptively. In response, we created a targeted marketing plan with multiple consumer touch points to ensure Lycelle was top of mind at the exact moment consumers needed the product.
Strategy: This summer, The DeBerry Group developed and executed a targeted, data-informed test campaign that included analysis of sales and demographic data to pinpoint key markets. The data from marketing efforts were monitored daily, allowing us to adjust our strategy as needed to ensure that we were on track in reaching our campaign goals. The marketing strategy, managed in-house by The DeBerry Group Lycelle team, includes an extensive Google Adword program coupled with a targeted Facebook advertising campaign, YouTube program and social content/influencer support.
Impact: Sales doubled after the first test campaign and we anticipate continued growth as we amplify our proven marketing program in the next phase of the campaign (Back-to-School), which is set to begin this month.