Direct Chemist Outlet is an Australian retail chain specialising in health and wellness products, offering a wide range of vitamins, supplements and over-the-counter medicines at a discount. The in-house team ran a promotional campaign for their April Vitamin Sale.

Method

• Direct Chemist Outlet launched a multi-channel campaign that had a black and yellow theme and incorporate Easter with the slogan ‘Did some-bunny say 1/2 price vitamins?!’. More than 683,830 catalogues were distributed within geographic proximity of each store and window displays with ‘1/2 price mega vitamin sale’ in large letters were placed at each location. Advertising was also done through the company website, boosted geotargeted social media posts, and eDMs which were sent out twice throughout the promotional period.

The results

• Direct Chemist Outlet’s 360-degree marketing approach allowed them to reach their target audience through multiple channels and touch points. This resulted in a significant increase in sales across the vitamin category, and foot traffic to the stores.

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