Challenge & Objectives
Established in 2016, 5Kind products are uniquely developed with natural extracts and oils to offer anti-inflammatory, soothing and moisturising properties for a variety of skincare and clinical needs.
5Kind wanted to test the potential of TV to increase awareness and sales of their “Hemp Active Gel” product as part of a larger marketing push, prompting customers to visit the 5Kind website directly and supporting their presence on Amazon.
With a core customer base of ABC1 females, ITV was primed to offer a platform to drive reach, awareness and deliver purchase intent.
Idea & Implementation
As 5Kind were new to TV, they were able to utilise ITV’s Backing Business initiative, which boosted their value, exposure and effectiveness with net match funding.
By taking advantage of ITV’s regional superpower, 5Kind placed around programming such as The Chase, Coronation Street and Vera in the Westcountry region. Benefiting from the region’s cost effective pricing, this also facilitated an A/B Geo test that measured site visits and sales on a test and control basis.
Also advertising on ITVX, 5Kind overlayed the broad ITV regional activity with a more targeted approach, with ads being shown to registered users on ITVX aged 55+. The combined ITV1 and ITVX regional activity culminated in an airtime campaign that reached over 42% of all adults in the Westcountry region.
The Response
The Results
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70% increase in site traffic
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12% increase in direct sales
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Significant increase in attributed sales across other media channels during broadcast period
Targeting Strategy
Brand Target
ABC1 Women
TV Trading Audience Bought
Adults
During the broadcast period, there was a clear correlation between performance uplift and airtime. We were very happy with the results from the campaign and are looking forward to continuing to work with ITV on future campaigns”Guy Burt, 5Kind Founder
