Henkel launches digital platforms for promotional campaigns

2021: Launch of digital platforms for promotional campaigns

In June 2021, Henkel announced the launch of promotional platforms that will allow users to learn about and participate in brand promotions.

The created solution allows you to optimize the work of the marketing team to create and populate promotional sites, as well as reduce the cost of their development, which frees up resources for the implementation of additional technical functions. The platforms contain information on all current stocks, their terms and available prizes.

Digital platforms are created in the format of landing, on which introductory data about each promotional proposal are placed. After selecting a certain action, the user goes to a separate page of the project, which contains full conditions for participation. The format allows you to implement creative mechanics: interactive games, tests, etc. The solution is also adapted to work with different retail networks.

Thanks to My Beauty Bonus and Team Clean platforms, users will not only be aware of all Henkel promotions, but will also be able to participate in them, receive a guaranteed gift, as well as get to know the company's brands in more detail and find out where they can be purchased. In addition, the Team Clean website, owned by the Laundry & Home Care business unit, contains articles and materials with tips for washing things and cleaning the house. The My Beauty Bonus promotional platform, in turn, will emphasize the introduction of registration bonuses, cashback for purchases and other offers for consumers.

"Most promotional proposals work on simple mechanics, but work on them is resource-intensive. Given that Henkel holds from 40 to 50 shares during the year, the need to create a single digital platform was the main task for us. The implementation of the project allows both to reduce the cost of production and to reduce the time costs from the start to the final launch, "said Alexander Gironkin, digital manager of Henkel Beauty Care.