Multi-Product Cross-Sell

OBJECTIVE:
A global consumer healthcare company with a portfolio of brands wanted to increase its share of consumer by leveraging the awareness of, and loyalty to, one of its products as a means to introduce consumers to its other products.

CHALLENGE:
The company marketed various brands within the same division, and the differences between these brands and their uses were difficult to communicate. The company needed a unifying theme relevant to the brands' collective target base, which at the same time also supported each of the brands' unique marketing messages. In addition, the company needed a 'proof-of-concept' to be launched within a very short period of time to meet fiscal budgeting calendar constraints and rollout schedules. This meant that the client needed to bypass internal dependencies on IT and eliminate trial and error.

SOLUTION:
In a matter of days, Collabrys created a multi-brand initiative with an engaging umbrella concept, which effectively connected the dots among the client's portfolio of brands. The program centered on light health information relevant to the consumer's lifestyle and consisted of various interactive marketing components including an umbrella-themed micro-site; segmented e-mail newsletters with targeted content dependent on brand usage segments; a multi-brand coupon portal; online surveys; unified registration; and viral capabilities. Collabrys provided this client with an overall strategic plan, tactical direction, ongoing campaign management, creative design, content, production, delivery, analytical reporting and monitoring.

RESULTS:
Using Collabrys marketing-ready solution, the client was able to bring a robust cross-sell program to market in a very short period of time. Based on the tracking of in-store consumer purchases and additional key metrics, cross-sales quantifiably increased among the client's brand portfolio. Moreover, two of the client's brands achieved a radically higher cross-sell outcome when compared to the traditionally separate marketing efforts of each individual brand. Collabrys multi-brand program also enabled cost sharing among the company's brands, thus reducing each individual brand's total cost.

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