A leader in suncare for over 20 years, Australian Gold products are synonymous with sun protection and vacation fun! In 2016 they expanded their product lines to capture a new market need - beauty driven natural suncare.
Our goal was to drive awareness and sales of their new Botanicals line of mineral based sunscreens with a new audience, in new distribution points of Target and Ulta.
Consumer research led to insight that there were 2 very different targets - Selfie Queens and Health Conscious Moms. Our media approach was segmented to effectively reach these women in the right environments with the right creative.
Our success won us all their product lines and strong performance for custom content has also encouraged a change in website design - focusing more on education less on e-commerce.