- Brand
- BioMio / SPLAT Global
- Category
- FMCG shower gel
- Media
- Display + O2O
- Outcome
- Frequency 2.5×; reach 4M+
SPLAT Global was launching BioMio shower gels. Genius Desk selected offline brand buyers, studied their profile and ran a display campaign. The publication reports unique reach above 4 million users and a 2.5-fold increase in purchase frequency. This is an FMCG project. The comparison baseline for that increase is not specified in the materials available for this edition.
How we delivered
- 01Find offline brand buyers
- 02Profile the audience
- 03Run display media
- 04Conduct Sales Lift
- 05Report 2.5× frequency
The launch goal
BioMio entered a new product category and wanted to tell existing brand buyers about it without relying on a price promotion.
O2O audience
Offline purchase signals identified people already familiar with BioMio. Profiling refined the message; one notable group was men aged 35–44.
Media execution
Display ads delivered broad awareness within a relevant buyer audience.
The outcome
Genius Group reports unique reach above 4 million users and a 2.5-fold rise in purchase frequency following Sales Lift. The comparison baseline is needed to interpret the increase and is not specified in the current materials. The figure should not be treated as growth in all brand sales.
The reusable idea
Start with confirmed brand buyers, learn their profile, introduce the new offer and measure offline behaviour.
Planning a new campaign
Applying this approach
BioMio is an FMCG project. For pharmaceuticals, we adapt audience rules, creative and measurement to the specific product.
Questions
What did the campaign achieve?
The source reports 2.5× purchase frequency and reach above four million.
Why show this case on a pharma site?
It demonstrates a buyer-data approach to launching a new offer and measuring offline impact.