Below-The-Line Experience
Activations
BTL Concept Development
BTL Execution
Countrywide
Ascending Agency’s BTL campaigns for Melanno CC, Deep Heat, Acnes C10, and Deep Freeze demonstrated the power of direct consumer engagement. By activating in malls, gyms, supermarkets, and marathons, we delivered tailored experiences that resonated with diverse audiences, drove trials, and boosted sales. This campaign exemplifies how strategic BTL efforts can elevate brand visibility and foster lasting consumer connections.
Summary
Ascending Agency executed comprehensive Below-the-Line (BTL) campaigns for Melanno CC, Deep Heat, Acnes C10, and Deep Freeze. Through targeted activations in malls, gyms, supermarkets, and marathons, we connected directly with consumers, creating immersive brand experiences that drove product trials and boosted sales. Each campaign was tailored to align with the unique strengths and target audiences of these brands, resulting in measurable success and increased brand loyalty.
Challenge
The brands faced individual and collective challenges in reaching their desired audiences:
1. Melanno CC: Needed to showcase its skincare benefits for radiance and even skin tone.
2. Deep Heat: Required a strong push in active communities to highlight its therapeutic benefits for muscle pain.
3. Acnes C10: Aimed to educate younger audiences about its acne treatment efficacy.
4. Deep Freeze: Sought to strengthen its association with sports and fitness enthusiasts as a quick-relief solution for pain.
The overarching goals included:
- Increasing consumer awareness through direct engagement.
- Driving product trials and boosting in-store purchases.
- Creating memorable brand experiences tailored to specific audience segments.
Solutions
To overcome these challenges, Ascending Agency implemented a multi-pronged BTL campaign strategy:
1. Mall Activations
- Set up interactive booths where brand ambassadors demonstrated product benefits and provided free samples.
- For Melanno CC and Acnes C10, we incorporated skincare diagnostic tools to offer personalized recommendations.
- Engaged with shoppers through contests and giveaways to maximize foot traffic and interest.
2. Gym Activations
- Deployed Deep Heat and Deep Freeze products in gym activations, partnering with trainers and athletes to demonstrate their benefits.
- Offered free product trials to fitness enthusiasts post-workout, creating a strong association with recovery.
3. Supermarket Activations
- Organized branded display setups in high-traffic supermarket locations.
- Encouraged shoppers to sample the products, backed by compelling point-of-sale marketing and discounts to drive purchases.
4. Marathon Activations
- Sponsored marathons and set up booths at event venues to engage directly with participants.
- Distributed samples of Deep Freeze and Deep Heat to runners, emphasizing quick pain relief and recovery.
- Incorporated Melanno CC and Acnes C10 in marathon goodie bags, targeting runners concerned about skin health.
Results
- High Consumer Engagement: Engaged over 30,000 consumers across all activations.
- Product Trials: Distributed more than 25,000 samples across the four brands.
- Increased Sales: Recorded a 3o% uplift in product sales during the campaign period.
- Brand Recall: Strengthened consumer recall by associating each brand with personalized experiences.
- New Audiences: Successfully tapped into fitness and skincare-conscious demographics, expanding the brands' reach.
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Ascending Agency
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