In a competitive and saturated market, it’s difficult for brands to get cut-through with their message. Winning an award like Product of the Year is a great coup, but that must be capitalised on if awareness and sales are to increase.
For the first time, Product of the Year has awarded a company for the best use of marketing following a category win in the annual awards.
The team at L’Oreal showed clever and tactical campaign execution of its win in the Hair Colour category for its product Garnier Olia, which is the first home hair colour to be powered by oil, not ammonia.
Following its win, the team initiated a $2.6m above the line media campaign which included print, TV and digital in order to raise awareness, garner advocacy and educate consumers on their innovative product and Product of the Year win.
More than 100,000 products were stickered with the Product of the Year winner’s logo, as well as hundreds of in-store activations to accompany the campaign.
And the results speak for themselves, Olia reached its highest value share for 2014 at 7.0 per cent (in November). In key grocery accounts, Olia baseline sales grew by up to 36 per cent in Woolworths, and 32 per cent in Coles, after the product was featured on television with a Product of the Year campaign*.
L’Oreal Garnier Group Brand Manager Louise Byron said they were thrilled with the results of the campaign and were very optimistic about the continued growth of the range.
“In only its second year after launch, Olia continues to show healthy growth in the home hair colour market, with the highest and most consistent trial and repeat usage rates compared to its key competitors**,” Ms Byron said.
Product of the Year Director Sarah Connelly said the L’Oreal team presented a compelling case and were judged on the marketing solution outputs as well as incremental sales for the product.
“As consumers become more educated, have more choice on what to spend their money on and more opportunities to research products, an award like Product of the Year becomes increasingly relevant,” she said.
“The L’Oreal Garnier team certainly optimised the category win and the results certainly paid off for them.
“In a crowded and competitive arena, the Product of the Year driven campaign helped to meet L’Oreal’s objectives of awareness, advocacy and education.”
“We’re thrilled to crown them as the inaugural Best Marketing award winner.”
* Nielsen Census YTD 30.11.14
**Nielsen Homescan Issues: TRW_721118,19,20,21,22