The Brief

Henkel, a global leader in beauty, laundry, and home care, wanted to engage key consumer audiences, driving them to Target stores to discover their All About Curls product.

The Strategy

Locala executed a comprehensive marketing strategy to engage shoppers most likely to purchase the brand, driving them to Target stores and delivering targeted messaging while they actively browsed, increasing product consideration.

Dynamic Commerce Areas: Targeting consumers with a high affinity to the brand who are within a 20-minute drive time to each target location

Custom Audiences: Connecting with Hispanic, African American, and Multicultural audiences, as well as consumers with curly hair or hair color product purchasers, previous purchasers of competitor products, and Target shoppers

In-Location Targeting: Driving consideration by targeting users actively browsing on their mobile devices while in Target stores