DUDE Wipes turned competitive and new-to-category shoppers into buyers with Fetch — all while supporting both an innovation launch and performance at a national club retailer.

Winning new households with a cleaner shot at the cart

Winning new buyers means giving shoppers a reason to change what goes into their cart – whether they’re choosing a different wipes brand or trying the category for the first time.

DUDE Wipes saw an opportunity to win shoppers reaching for competing wipes brands, along with newcomers to the category. 

The brand partnered with Fetch, an outcomes-based ads platform, to drive trial and sales. The result: 38.6% sales lift vs. control, 28K units sold, and nearly 30K new-to-brand buyers. 

Fetch x DUDE Wipes: Goals, strategy, results

• Goal: Drive trial and sales among competitive and new-to-category shoppers while supporting club retailer visibility and performance
• Strategy: A two-Offer strategy: one club retailer-specific Offer, and one retailer-agnostic Offer designed to drive trial of DUDE Wipes’ innovation products
• Results: 38.6% sales lift vs. control across the total campaign against an 18-24% category benchmark for offers with similar reward value; 24.8K new-to-brand buyers; and 28K units sold

Two Offers, both built for trial

With an unmatched purchase signal into how people shop, Fetch structured the campaign around two Offers, each designed to turn competitive and new-to-category shoppers into DUDE Wipes buyers. 

Both Offers used the same audience strategy: reach competitive and new-to-category buyers while excluding anyone who had purchased DUDE Wipes in the previous 12 months. 

With this strategy, DUDE Wipes connected its retail and innovation priorities to one goal: converting non-brand buyers through trial.

Winning buyers and lifting sales

Targeted Offers helped DUDE Wipes recruit new-to-brand buyers at the priority retailers and drive trial of its innovation products. 

By pairing audience-specific rewards with Offers built around the brand’s retail and product priorities, DUDE Wipes’ campaign drove sales and brought a new wave of buyers into the fold. 

Ready to clean up new buyers? 

Whether you’re growing at a priority retailer or introducing a new product, Fetch gives shoppers a reason to choose your brand. Partner with Fetch to turn trial into measurable growth.