Context & objective
Last spring, Veet rolled out an extensive national campaign to promote its Expert range.
For 10 weeks, the brand combined the power of linear TV with digital, relying on the TF1+ platform, launched in early 2024.
This strategy was based around two complementary formats: a 15-second spot broadcast on both television and digital, and a 6-second spot broadcast exclusively online.
To measure the impact of this novel approach, TF1 PUB launched a post-test in partnership with MarketingScan to assess the effectiveness of TF1+ in supporting TV campaigns.
Results
Sales boosted by synergy between TV and digital
The combination of linear TV and TF1+ generated additional sales compared with the traditional national campaign.
This strategy led to a 12% increase in sales for the Veet Expert range.
The study also highlights a positive halo effect on the brand as a whole.
Not only did sales of the targeted range increase, but this momentum benefited all Veet Women products, with an overall increase in sales of +7%, without cannibalising other references.
