The Challenge: Maximizing impact within strict budget constraints
This established skincare brand faced limited media spend options, evolving consumer demographics, and the need to maximize ROI. The brand needed a smarter way to align budget with results.
The brand operated within strict constraints across TV, influencer, and trade channels, making it difficult to reallocate spend based on performance insights. Additionally, the brand managed two distinct product categories (hand & body care and hair care), each with different requirements for optimal marketing approaches.
The Solution: Data-driven marketing mix optimization
Keen’s marketing optimization platform empowered the brand to analyze four years of historical performance, refine their media mix, and strategically reallocate budget even within strict constraints across TV, influencer, and trade channels.
The brand explored multiple investment scenarios (+8%, +10%, +15%) and received clear, data-driven guidance on where to spend and where to pull back.
The Results: Sustainable growth through optimized marketing investment
The result was a revitalized go-to-market strategy that aligned legacy with innovation. The brand achieved year-over-year growth, increased base contribution, and improved marketing efficiency across every scenario.
By adapting their marketing investments to what worked best historically while remaining agile for future shifts, the brand gained a sustainable competitive edge in an increasingly crowded space.
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Discover how Keen’s marketing optimization platform can help your brand achieve similar results. Schedule a demo to see how data-driven insights can transform your marketing ROI.
