Iris Case Studies IoT in Brand Advertising: Carex's Response to COVID-19

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	IoT in Brand Advertising: Carex's Response to COVID-19 Iris

IoT in Brand Advertising: Carex's Response to COVID-19

Iris

Applicable Industries	Consumer Goods
Applicable Functions	Sales & Marketing
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Applicable Industries

Consumer Goods

Applicable Functions

Sales & Marketing

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.

About 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.

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.

Impact #1	The operational results of Carex's response to the COVID-19 pandemic were significant. By tripling its production, the company was able to meet the increased demand for its products. The decision to donate millions of units to those in need not only supported the community during the crisis but also enhanced the brand's reputation. The 'Helping Hands' campaign effectively communicated the company's efforts to its consumers, fostering a sense of trust and loyalty. The campaign also demonstrated the company's adaptability in working under strict lockdown conditions and its commitment to its social responsibilities.

Impact #1

The operational results of Carex's response to the COVID-19 pandemic were significant. By tripling its production, the company was able to meet the increased demand for its products. The decision to donate millions of units to those in need not only supported the community during the crisis but also enhanced the brand's reputation. The 'Helping Hands' campaign effectively communicated the company's efforts to its consumers, fostering a sense of trust and loyalty. The campaign also demonstrated the company's adaptability in working under strict lockdown conditions and its commitment to its social responsibilities.

Benefit #1	Tripled production to meet increased demand
Benefit #2	Donated millions of units to key workers, the elderly, and the homeless
Benefit #3	Launched a successful advertising campaign across TV and VOD

Benefit #1

Tripled production to meet increased demand

Benefit #2

Donated millions of units to key workers, the elderly, and the homeless

Benefit #3

Launched a successful advertising campaign across TV and VOD

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Overview

IoT in Brand Advertising: Carex's Response to COVID-19

Operational Impact

Quantitative Benefit