CHALLENGE
Unilever launched Dero Pro Express in Profi in a declining laundry category (-14%), where strong brand loyalty makes shoppers unlikely to switch products. The brand needed to break routine purchasing behavior, generate rapid product visibility, and encourage shoppers to try a new solution in a low-engagement category.
SOLUTION
Dero Pro Express used precision-targeted omnichannel retail media to accelerate product launch visibility and connect the new SKUs with high-intent shoppers.
Footprints AI enabled:
- Omnichannel Orchestration: Seamless brand messaging across in-store, app, web, social, and newsletters.
- Dynamic Targeting: Predictive audience matching that connected the new Dero Pro Express SKUs with high-intent shoppers.
- Media-to-Sales Attribution: Direct link between campaign exposures and SKU-level sales uplift, even within a declining category.
RESULTS
The launch delivered strong commercial performance across Profi’s national network:
- 879 units sold
- +1.81% value share in category
- +26.69% long-tail volume share growth
- Category decline outperformed: while the category dropped by 14% in volume, Dero Pro Express continued to grow(+12.86% average daily sales)
- Portfolio stabilization: +1.90% volume share and +3.37% value share gains for the overall Dero range
Download the full case study to explore how retail media accelerated the Dero Pro Express launch, drove product trial and delivered measurable growth in a declining category.
