Swisse
This campaign aimed to elevate Swisse to the number one online brand in eComm sales and maintain momentum within a highly competitive category.
$ value growth achieved.
RSV uplift versus non-promo weeks.
share of impressions achieved.
Campaign Background and Objectives
This campaign aimed to elevate Swisse to the number one online brand in eComm sales, maintaining momentum within the Vitamins, Minerals and Supplements (VMS) category. The campaign objectives were to: Drive incremental traffic to a Swisse specific page (Target: Increase Swisse's share of impressions to 30%); drive digitally influenced sales from the page (Target: Increase Swisse DIS from 3.3% to 4.5%); and educate customers of the Swisse range and aid consideration of New Product Developments (NPDs).
VMS is a highly considered purchase category where education is critical for shoppers.
VMS page dwell time is 2x longer than food, highlighting the importance of pre-purchase engagement and research (ROBI - Research Online, Buy In-Store).
Vitamins strongly over-index in conversions from product description pages (349% higher in 'add to cart' share versus total Woolworths), confirming the need for education before a purchase decision.
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Solutions and Results
Swisse launched a dedicated branded shop on Woolworths.com.au. This leveraged their position as the #1 most trusted Vitamins brand online and category educator, informing customers about product benefits. The campaign created a seamless omnichannel experience by integrating Cartology's in-store and online media with Swisse’s Above-The-Line (ATL) campaign, including the ‘Round The Bays Tri-Series’ sponsorship. Execution used 'always on' digital drivers in relevant categories and targeted media placements, ensuring shoppers saw the Multivitamin creative repeatedly, both in and Out of Home. The message highlighted '45 Ingredients, 1 Multivitamin'.
Cartology and Swisse's partnership drove omnichannel alignment and cross-team collaboration, successfully attracting new shoppers to the category, despite judges’ initial concerns about the digital/in-store investment mix. The judges recognised Swisse as having impressive category knowledge and clear solutions that addressed shopper barriers, delivering measurable digital uplift and new-to-brand contribution.
• Achieved +55.4% $ value growth.
• Delivered a +72% RSV uplift versus non-promo weeks.
• Achieved 30.6% share of impressions (vs 30% target).
• 1 in 7 visits converted resulting in a sale.
• 25% of online transactions were from new-to-brand customers.
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