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Data drives faster decision making
Hansaplast, Elastoplast and CURITAS relied on data insights to make decisions about their brand relaunch for increased visual saliency
Beiersdorf Health Care began in a small pharmacy in Hamburg and now competes globally.
Built on the core values of care, simplicity, courage and trust, Beiersdorf employs more than 20,000 employees worldwide and generates an annual revenue of $9 billion in total.
Objective
Hansaplast, Elastoplast and CURITAS needed a tool that could support them as they embarked on the worldwide relaunch. The team needed a powerful and intuitive tool to help them understand visual saliency across a global scale.
Data at their fingertips to empower their team to make faster decisions and deliver creative quality consistently.
Challenges
Marketing to a global audience requires creating countless assets which opens up room for inconsistencies.
This, coupled with the pressure of launching high impact campaigns on such a massive scale and the number of decision makers can lead to slow delivery with lack of data validation.
Method
While launching a new global campaign, the team of Hansaplast, Elastoplast and CURITAS used Dragonfly AI’s Studio to analyze their PoS (point of sale) brand relaunch campaign materials.
One of the most crucial elements of the brand’s relaunch was to ensure that their “Bacteria Shield seal” was front and center of the visual hierarchy. Beiersdorf Health Care wanted to make the message crystal clear that their Bacteria Shield “blocks 99% of bacteria.”
Dragonfly AI provided Hansaplast, Elastoplast and CURITAS’ team with key metrics that helped them create structured visuals. The tool enabled the company to position in sequence its products so that their logo, shield, and headlines stand out.
With this information, the team was able to optimize their campaigns in their Global HQ. Then, they sent their optimized products to adapt for their local audience. Backed by predictive visual analytics, these metrics and data could skillfully remove the subjectivity around colors, style, and product positioning.
The Results
Hansaplast, Elastoplast and CURITAS had improvements across their workflow, the most notable include:
- Removing subjectivity from the decision-making process across multiple stakeholders
- Optimizing product packaging to generate maximum results
- The brand relaunched with the bacteria shield seal in a position of optimal visual saliency
- Standardization of the primary elements of brand relaunch campaign guidelines
“Dragonfly AI’s technology is so sophisticated in that it removed any demographic, language, or cultural barriers when analyzing our brand relaunch campaign assets. This reassured us when having data-led decisions to know that these decisions can be applied on a global scale. This provided us with important direction when designing the material and it made it much easier to show our global and local stakeholders why we made certain choices for the brand relaunch campaign and its material”
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