- Brand
- BioMio / SPLAT Global
- Category
- FMCG shower gel
- Media
- Display + O2O
- Outcome
- Frequency 2.5×; reach 4M+
SPLAT Global launched BioMio shower gels as a new category. Genius Desk used O2O data to reach people who already bought the brand, profiled the audience and ran display ads focused on the new product rather than discounts. The published Sales Lift reports 2.5× purchase frequency and unique reach above four million. This FMCG case shows how existing buyer relationships can support a category launch.
How we delivered
- 01Find offline brand buyers
- 02Profile the audience
- 03Run display media
- 04Conduct Sales Lift
- 05Report 2.5× frequency
The launch goal
BioMio entered a new product category and wanted to tell existing brand buyers about it without relying on a price promotion.
O2O audience
Offline purchase signals identified people already familiar with BioMio. Profiling refined the message; one notable group was men aged 35–44.
Media execution
Display ads delivered broad awareness within a relevant buyer audience.
The outcome
The source reports more than four million unique users reached and 2.5× purchase frequency after the campaign.
The reusable idea
Start with confirmed brand buyers, learn their profile, introduce the new offer and measure offline behaviour.
Applying this approach
BioMio is an FMCG project. For pharmaceuticals, we adapt audience rules, creative and measurement to the specific product.
Questions
What did the campaign achieve?
The source reports 2.5× purchase frequency and reach above four million.
Why show this case on a pharma site?
It demonstrates a buyer-data approach to launching a new offer and measuring offline impact.