Sun care brand significantly boosts sales by reaching confirmed travellers at the perfect moment through Navigator
FMCG
Reach
An EMEA sun care brand was wasting summer TV budget on people who weren't travelling. Navigator reached confirmed travellers between booking and departure, with messaging that sharpened as departure approached.
The Challenge
A sun care brand operating in EMEA had recognised travellers as their ideal target audience for summer sales growth.
Their mass media campaigns during summer months were underperforming, and they were limited to broad-reach channels like television that generated significant wastage.
They needed to reach travellers specifically, but traditional channels couldn't provide the precision they required.
The fundamental problem was one of relevance and timing. Television advertising during summer reached millions of people, but only a fraction were actually planning trips where sun care would be essential. The brand was paying to reach people who might be staying home, working in offices, or simply not in the market for their products. This mass media wastage was making it impossible to scale their campaigns profitably.
Additionally, the brand recognised that sun care purchase behaviour is highly tied to travel planning cycles. They needed a way to reach consumers precisely when travel was top-of-mind.
The Strategy
Navigator targeted confirmed travellers across EMEA during the period between trip booking and departure, reaching them when sun care products were most relevant and top-of-mind.
This precision targeting eliminated the wastage of mass media campaigns while delivering scale through access to millions of confirmed travellers planning trips.
The campaign's messaging became increasingly urgent as departure dates approached, with earlier touch points focused on building awareness and consideration while later touch points drove immediate purchase action.
This dynamic approach maximised conversion by aligning message intensity with purchase intent timing. For travellers departing in 4-6 weeks, the message focused on product benefits and building brand preference. For those leaving within 2 weeks, the creative emphasised urgency and immediate purchase necessity.
Because Navigator's data includes exact departure dates and destinations, the brand could tailor messaging based on where people were traveling. Beach destinations received strong sun protection messaging for example. This level of personalisation ensured every impression was as relevant as possible.
The Results
Record
Record ever sales across domestic stores and in-airport.
Reach
Highly targeted reach eliminating mass media wastage.
Messaging
Dynamic messaging optimisation based on departure date proximity.
Products
Personalised product recommendations based on destination typedeparture dates
The Conclusions
Targeted campaigns can work at scale when you find the right solution. Navigator demonstrates that brands can reach millions of relevant consumers without resorting to wasteful mass media approaches. By connecting sun care messaging with confirmed travel plans, brands ensure their advertising reaches consumers when the product is most relevant, dramatically improving conversion efficiency while maintaining scale.
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