Haleon leverages Shelf Intelligent Media to Boost ROAS

While brand loyalty used to be a key deciding factor for shoppers, it’s more evident that shoppers are open to exploring alternatives. Research shows that 6 in 10 shoppers have switched brands when their preferred product is unavailable, even for their go-to items. This shift creates big opportunities-and challenges-for brands competing for the same shopper on the digital shelf.

With consumer staple brands like Parodontax, Multicentrum, and Be-Total, Haleon wanted to do more than monitor how competitors stacked up on Amazon in areas like stock levels and product visibility. With ambitious new-to-brand (NTB) and ROAS goals, the brand teamed up with bespoke media agency Publicis LeOne, to find a solution that could integrate digital shelf analytics into campaign optimization strategies to stay ahead of competitors and optimize budget use.

The teams selected Skai’s integration with Profitero’s Shelf Intelligence Media (SIM) to connect retail insights with media activation. By incorporating SIM’s competitor stock insights with Skai’s automation, they aimed to improve campaign performance and increase sales. To test this approach, they ran campaigns for Multicentrum, Be-Total, and Parodontax on Amazon from 16 September to 17 November 2024.

To capitalize on competitors’ stock shortages and attract new “ready-to-buy” consumers, the team set up Skai Portfolios which integrated Profitero’s out-of-stock (OOS) signals to inform bid increases when competitors were more than 30% out of stock. To make execution even smarter and minimize budget waste, Skai Portfolios lowered bids back down when competitors restocked automatically.

Skai proactively pushed notifications to the team, so they could also control whether or not more granular, manual optimizations needed to be made as the test encompassed key tentpole shopping events and an increase in consumer demand. The agency team gained a new, faster way of working and ensured Haleon delivered a seamless experience for shoppers searching for their products, even if not searching for their brands.

By using SIM to turn competitive insights into action across keywords, not only did Publicis LeOne save time automating bid and budget adjustments, but also helped Haleon seize opportunities to outperform competitors. Across all brands, ROAS improved by 15% and NTB orders increased by 34%.

As a result, Haleon and Publicis LeOne continue to scale these learnings across other brands in the catalog and identify more areas where Shelf Intelligent Media can help drive performance gains.

Haleon is a global leader in consumer health, with a purpose to deliver better everyday health with humanity. Haleon’s product portfolio spans five major categories – Oral Health, Pain Relief, Respiratory Health, Digestive Health and Other, and Vitamins, Minerals and Supplements (VMS). Its long-standing brands – such as Advil, Sensodyne, Panadol, Voltaren, Theraflu, Otrivin, Polident, parodontax and Centrum – are built on trusted science, innovation and deep human understanding. For more information, please visit www.haleon.com.

Le ONE is an expression of the integrated, international, Publicis team and capability, supporting the Haleon business. The name “Le ONE” is born out of the legacy name for the Publicis Media Business, “Publicis | Leon”, which is evolving to “Publicis | Le ONE”.