Superdrug Vaseline
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To launch Vaseline Gluta-Hya Serum Burst Lotion, Unilever partnered with Superdrug OptimO to deliver an integrated O+O retail media activation. The campaign aimed to create a seamless consumer journey, connecting digital engagement with in-store visibility to drive awareness and sales. So combining OptimO Offsite and OptimO Offline Instore.
 
 

Objective

Drive awareness and conversion for Vaseline Gluta-Hya Serum through a unified retail media approach combining OptimO Offsite Meta advertising and OptimO Offline in-store screens. The activity targeted high-intent audiences and leveraged CRM data to deliver precision messaging.

 
 

Strategy

Our strategy focused on linking Offsite and In-store channels to reinforce brand presence and conversion intent:
 
OptimO Offsite Meta Advertising:

Targeted audiences with strong purchase intent, including:

  • Category Focus: Facial skincare enthusiasts.
  • Platform Optimisation: Previous Vaseline purchasers.
  • Page Type Targeting: Body care shoppers.
  • Keyword Refinement: Consumers who engaged with Gluta-Hya content

Dynamic Product Ads (DPA) were used to increase relevance and conversion potential.
 
OptimO Offline In-store Screens:

  • Deployed Gluta-Hya creative across Beauty Playground stores using 10-second portrait and landscape videos. .
  • Positioned screens at key entry points and high-traffic areas to maximise visibility and brand recall.

 

Execution

OptimO Offsite Meta:

  • Sponsored Product Displays: Segmented audiences at category level (e.g. skincare routines).
  • Creative Optimisation: Activated CRM-based targeting to re-engage previous brand and product purchasers.
  • Audience Targeting: Leveraged in-store data to enable cross-sell and upsell opportunities, expanding campaign reach.

 
OptimO Offline In-store Screens:

  • Featured Gluta-Hya visuals across Beauty Playground locations.
  • Ensured premium on-site placement to capture attention immediately upon entry.


 
 


This O+O activation demonstrated the power of integrated retail media, setting a new benchmark for future product launches within the category.

 

 

Results

OptimO Offsite Meta:

  • Reach & Engagement: CRM brand and product audiences delivered a -2% lower Cost Per Purchase and 40% lower CPLPV vs. category shoppers.
  • Top Categories & Products: Higher penetration and engagement through precision targeting

 
OptimO Offline Instore Screens:

  • Platform & Page Insights: +20% uplift in volume and +23% increase in net revenue during campaign
  • Brand-Level Impact: Clear link between screen advertising and sales growth.

 
 

Nivea adopted a multi-layered approach to maximise campaign impact:

  • Category Focus: Prioritised high-performing categories such as Face Care and Hand & Body Care.
  • Platform Optimisation: Ads were tailored and distributed across iOS, Android, and mobile web.
  • Page Type Targeting: Strategic placements on search, category, and product detail pages captured customers at every stage of the shopper journey.
  • Keyword Refinement: Keywords were carefully aligned with product relevance to improve targeting accuracy and budget efficiency.

 

 

 

 

Conclusion

By combining digital precision (OptimO Offsite) with impactful in-store presence (OptimO Offline), Vaseline successfully drove both engagement and conversion. This O+O activation demonstrated the power of integrated retail media, setting a new benchmark for future product launches within the category.

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