My efforts increased online visitor engagement, usage compliance, and customer retention. My team at Guthy-Renker increased acne brand Proactiv's subscription stick rate by almost a full turn, growing the topline by 40%.

Dana D.

Mayple Vetted

expert

The Challenge

At Guthy-Renker, I was part of a team working to reverse a years-long decline in subscription stick rate for Proactiv Solution. When I joined, the company was just starting to recognize that they could benefit from branding/marketing/retention initiatives beyond their successful infomercials; and that brand consistency was important… the short term gains of certain direct response tactics they had employed in recent years were hurting the business long term because they were not consistent with the foundational brand.

The Process

My role was to make sure that the brand image and messaging for Proactiv was consistent through all marketing vehicles. I worked with my supervisor on a branding guide for Proactiv which went to every department that touched the brand, including international. I worked cross-departmentally to ensure that the brand messaging of the infomercials was consistently conveyed via other tactics, thus reinforcing neglected elements of the Proactiv brand story. Most notably, by involving and featuring the founding doctors, I brought Proactiv back to the roots of the brand that had made it so successful in the first place.


I also addressed head-on an issue with usage compliance revealed by consumer research. Customers were using the product incorrectly or giving up on it too quickly because the product messaging didn’t correctly set expectations. I developed a website that helped guide users through the Proactiv experience and created a marketing plan to promote the use of the website as a tool to ensure compliance and prevent subscription cancellations. I also worked with the web, retention, CRM, and customer service teams to create a knowledge base available to website visitors and to customer service representatives to ensure customers and potential customers were properly informed and that Proactiv would once again establish itself as the premier expert in acne.

The Solution

My efforts increased online visitor engagement, usage compliance, and customer retention. My team at Guthy-Renker increased acne brand Proactiv's subscription stick rate by almost a full turn, growing the topline by 40%.

Skills Used

Branding,Marketing Strategy

Industry

Health & Wellness

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