85% increase in sales
Converting consumers in a short shopping window
50+ location nationwide rollout
The brief
Homart, a market leader in Australian health supplements, skincare, and dairy products, partnered with the adm Group to develop and execute a campaign aimed at enhancing brand awareness and driving conversion within the travel retail sector. The focus was on three key brands: Spring Leaf, Top Life, and Grandpawpaw.
Client:
Homart
Sector:
Retail
Solutions:
POS, Digital, Omnichannel
Region:
APAC
Share:
What we did
To achieve Homart's objectives, adm implemented a hybrid strategy combining media and point-of-sale (POS) materials. Key elements of the campaign included:
Airport Connected Retail Network
- Activated across 100 screens in 50 stores over a five-month period.
- Media touchpoints included large-format screens and countertop displays, ensuring visibility across high-traffic areas
Enhanced Checkout Visibility
- A free-standing unit was strategically placed near the checkout area to increase product visibility and encourage last-minute purchases.
Data-Driven Insights
- Real-time campaign data was collected and analyzed weekly.
- Continuous reporting allowed for dynamic optimization, ensuring the campaign delivered maximum impact.
Results
The campaign delivered outstanding results:
- Sales Performance: Homart experienced an 85% increase in sales during the campaign period.
- Conversion Rate: The conversion rate surged from 53% to 75%.
- Audience Reach: The campaign reached 2,997,970 views, engaging new audiences and expanding brand awareness.
This successful campaign not only exceeded Homart's objectives but also laid the groundwork for future initiatives. Based on these results, Homart plans to continue launching new campaigns during key seasons such as Christmas and Chinese New Year, extending into 2025.
This collaboration exemplifies how strategic planning, innovative use of media, and data-driven insights can drive measurable success in the travel retail sector.
