Dove Retail Media Case Study: 9% Brand Market Share Uplift

Dove, a global personal care brand by Unilever, champions real beauty and self-confidence. By partnering with Footprints AI, Dove aimed to leverage the excitement of EURO 2024 to boost brand visibility and drive sales.

Key Highlights

‍Challenge: In alignment with Unilever's sponsorship of EURO 2024, this campaign presented a critical opportunity to boost brand awareness, consideration, and engagement during the heightened attention of the tournament. The challenge was to leverage this unique moment to increase Dove's market share.

‍Solution: Footprints AI deployed its advanced Retail Media Network, combining omnichannel behavior analysis with precise targeting strategies. By integrating geolocation data and socio-demographic profiling, the campaign optimized ad delivery in real time across hundreds of Profi stores. High-impact digital screens presented hyper-personalized, contextually relevant ads to shoppers during their key purchasing moments, aligned with distinct shopping missions.

‍Results: The Dove/Rexona case-study report lists brand market-share uplift of 9% and SKU market-share uplift of 3.35%. It reports 2 million impressions across 700 stores and reach of 1.5 million unique customers. The report does not clarify whether the share changes are relative percentages or percentage points.

This case study provides a compelling example of how cutting-edge AI solutions can redefine retail media strategies and deliver tangible business results.

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