Case Study: Leading Safety Razor Manufacturing Company achieves 7.5% sales lift with IRI social media advocacy analytics

Leading Safety Razor Manufacturing Company - Customer Case Study

Leading Safety Razor Manufacturing Company worked with IRI to determine whether a social media advertising campaign was driving positive return and incremental consumption for one of its safety razor products. The main challenge was attributing sales to online advertising and isolating the effect of social media on purchase behavior.

IRI partnered with the client’s social marketing agency to run a targeted advocacy program using social posts, blogs, and video reviews aimed at women ages 23 to 28 who were active on social media and regularly purchased shave products. IRI measured sales at the market and household level and found the campaign generated a 7.5% sales lift for the product and a 6% lift for refills, with 79.7% of sales coming from key competitors, showing strong competitive switching.