Case Study on Enhancing Brand Visibility for Haleon

This case study details the marketing campaign conducted by Haleon for the Centrum brand, focusing on new product launches in the vitamins category. The objective was to monitor early results and identify opportunities for improvement using the Convert Group's eRetail Audit Marketplace tool. The study outlines the challenges faced in determining the campaign's effectiveness in capturing customer attention and driving conversions. Results indicated a significant increase in brand visibility, with weekly visits rising from 1.1K to 2K after implementing a targeted strategy. Additionally, there was a positive conversion rate increase of 1.9 percentage points, and basket penetration rose by 0.9 percentage points. The market share of the brand also improved by 1.6 percentage points, positioning it 8th in the market. The insights gained allowed Haleon to make proactive adjustments to enhance future performance, demonstrating the importance of real-time monitoring in marketing strategies.