Palmer's Dry Hands

T. Browne Drug Co. is a family-owned business, and one of America’s oldest skincare companies, manufacturing products in the US since 1840. Their brand Palmer’s is the #1 Cocoa Butter brand in the US and has become a household name providing treatment-oriented products that have been trusted by families and used by generations.

The Brief

Palmer’s was looking to drive visitors into big box retailers where their products were carried during the COVID pandemic as an effort to help consumers who were suffering from dry skin due to increased handwashing and sanitizing.

The Strategy

Locala designed and executed an effective drive-to-store campaign, combining dynamic geo-targeting capabilities and custom audience targeting, all delivered through engaging creative ad formats.

The month-long campaign was targeted around major DMAs in the US, including New York, Atlanta, Los Angeles, Washington, DC, and Chicago. Leveraging the proprietary geo-targeting tool, devices with a high geo-affinity to physical Walmart or Target retail locations within 10-15 minutes’ drive-time were targeted.

Locala also identified women, aged 21-45, who were purchasers of skincare products, as well as Walmart or Target shoppers.

Those users were delivered a native-like ad experience which ultimately redirected shoppers to a store locator, providing them real-time directions to the closest location carrying Palmer’s products.

The Results

Locala and Palmer’s campaign was live in-market May – June 2020 and delivered nearly 3 million impressions, all fully rendered in brand-safe environments.

The campaign was impressively successful and resulted in driving +27,736 in-store visits to the specified retailer locations, garnering a 0.38% CTR above the standard benchmark.

Locala’s Dynamic Catchment Area (DCA) tool had a significant impact on driving visits for the brand, accounting for 93% of the visits.

Users went to visit their nearest location, on average, within less than three weeks of exposure to the ad creative, particularly on Saturdays during peak lunchtime hours.

Overall, the campaign delivered an increase of consumer visits on behalf of the Palmer’s brand, helping to provide those people with relief for their dry skin and further the brand’s position as the leader in skincare solutions.

“As a result of Locala’s drive-to-store technology, we delivered an engaging mobile campaign that increased brand awareness among consumers and drove them to our key retailer partners to purchase Palmer’s Cocoa Butter Formula products to relieve their dry skin.”
Dalia Levi, Palmer’s Senior Director Digital Marketing

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