IoT in Brand Advertising: Carex's Response to COVID-19
Applicable Industries
- Consumer Goods
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is PZ Cussons, the parent company of Carex. PZ Cussons is a multinational consumer goods company, with operations in Europe, Africa, Asia, and North America. The company's portfolio includes a wide range of leading brands in personal care and beauty, home care, food and nutrition, and electrical goods. Carex, one of its brands, is a leading name in personal hygiene products. During the COVID-19 pandemic, Carex faced a significant challenge of meeting the increased demand for its products and communicating its efforts to its consumers.
The Challenge
When the COVID-19 pandemic hit, Carex, a leading brand in personal hygiene products, faced an unprecedented challenge. The demand for their products skyrocketed, leading to a complete sell-out across the UK. This situation forced the brand to halt its advertising campaigns to avoid frustrating its consumers who were unable to find their products on the shelves. As the pandemic continued to spread, the need for personal hygiene products, especially among key workers, the elderly, and the homeless, became more critical. Carex was tasked with the challenge of not only meeting this increased demand but also communicating their efforts to their consumers.
The Solution
In response to the challenge, Carex tripled its production. However, instead of using the increased supplies to boost its sales, the company decided to donate millions of units to key workers, the elderly, and the homeless. This move was a significant step towards supporting the community during the crisis. To communicate their efforts to their consumers, Carex launched a campaign called 'Helping Hands'. The campaign, created under strict lockdown conditions, featured individual stories of five staff members who played crucial roles during the crisis to ensure people in need could access Carex products. The campaign first aired on ITV during Emmerdale and was later rolled out across TV and VOD.
Operational Impact
Quantitative Benefit
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