Insight& gained from RET can be acted on immediately a great advantage in new product launches or marketing campaigns conducted in fast-changing. environments.
Energizer's introduction of a new Schick Hydro
razor in Germany was intended to bring about a step
change in brand performance. The launch team
used RET during the 12-week campaign, adapting.
its strategies along the way on the basis of feedback
gathered. An analysis of the first few weeks of data
revealed several opportunities for improvement: For
example, shifting the focus from TV advertising to
online spending would increase purchases among
the young male target market. The data also suggested that print-media advertising was less cost.
effective than TV sponsorship (through extensive
product placement in a TV show). The launch team
retooled the second half of the campaign by increasing TV sponsorship, redesigning TV ads, and adding