Inclusive Buying Protocol
Puig partnered with Publicis' Inclusive Buying Protocol to increase diversity of marketing to under-represented groups. We ran multiple campaigns, with onsite display and pre-roll video placements, across premium site list across both Zeta’s and Reset’s inventory.
Purpose-driven approach
Inclusive Buying Protocol is a tool to help align the demographics of a brand's potential customers with the inclusion goals of a communication campaign. We want to help the client to improve the coverage of all target groups with minimal bias. These campaigns delivered targeted media to reach diverse audience on both Zeta and Reset to drive the highest Unique Diverse Reach.
Results
The four 2024 1H IBP campaigns delivered a average unique diverse reach of 32%, vs the 20% benchmark
The Gaultier Divine campaign successfully drove a total of 10,998 visits, with diverse consumers driving 33% of visits, +9.1% above the 24% benchmark
From the Nielsen Brand Lift Study, Brand Awareness, Favorability, Purchase Intent, and Recommendation for ethnic minority segments all increased an average of 22% post campaign.
Foot traffic study of Zeta showed 34% of in-store visits were diverse consumers, +10% above the 24% benchmark