June 23, 2023

A case study of TNT and Klenzit-C: How to increase sales by 30% and expand market share in the anti-acne segment

How sponsorship on TV helped to increase the pace of sales in a new case study.

Gazprom-Media Sales House and Starlink Agency held an advertising campaign to promote Klenzit-C, an anti-acne product. The brand sponsored the show <i>Fall in Love if You Can</i> (16+) on TNT.

Tasks

Increase sales by 20% over the previous year,

Improve market position to at least 13.5%,

Increase customers’ loyalty to the product.

Idea

Despite the instability in the anti-acne treatment segment in 2022, the project team set the goals of improving the product’s position in the category and maintaining its long-term success. Based on the results of an Ipsos* U&A study, the teams decided to attract a new, previously uncovered audience and changed the brand’s positioning. The survey showed that the audience’s true pain is in the social barriers that people with problematic skin face, rather than with their appearance itself. This discovery led to the creation of a new key message.

Solution

The advertising campaign ran from October 10 to November 30, 2022. The creative ideas included an emotional component associated with the social barriers related to acne.

The television sponsorship of the romantic "Fall in Love if You Can" (16+) project on TNT was the main tool for reaching the brand’s wide audience. Participants in the show were involved in building relationships and searching for the perfect couple in Cape Town. On their way towards victory, the heroes competed with one another and underwent various challenges. The show’s audience precisely matched the portrait of Klenzit-C buyers (there are contraindications; seek professional advice before use):

young women aged 18 to 24 who find it difficult to achieve their goals due to acne,

mothers of teenagers aged 12 to 18 who face social barriers due to acne.

Bright sponsor blocks were introduced into the TV broadcast and retained in the digital environment on the Rutube platform. The audience’s attention was focused on the key advantages of the product.

Communication with the audience was based on a motivational message encouraging viewers to pursue their goals and achieve them despite their acne. The show demonstrated that the heroes of the program also had skin problems, but that they succeed nevertheless.

Results

The results of the campaign exceeded expectations and confirmed that the sponsorship of the "Fall in Love if You Can" (16+) show on TNT helped to multiply knowledge, loyalty, and sales of the product.

The digital reach was 14.73 million (279% of the original plan)

The in-money market share increased by 52.7%**

Sales showed 30% growth compared to 2021***

The sponsorship on TV allowed the achievement of maximum reach and the delivery of relevant positioning to the target audience. Klenzit-C sales made a significant breakthrough. The brand increased its market share and strengthened its position in the category.

*Acne Category Study for Glenmark, Ipsos, July 2021

**IQVIA Study, November 2022, retail, wholesale price, anti-acne treatment market, EphMRA3: D10A.

***Internal data of Glenmark, December 2022