A targeted Offer mix helped Odele drive new-to-brand buyers and maintain buy rate in a category packed with competing products, claims, and choices. 

A deliberate way to grow in a routine-driven category 

Hair care can be a personal ritual, but shopping for it is often overwhelming. With crowded shelves, endless options, and competing claims, finding the right products isn’t always easy. For brands, that makes getting noticed – and chosen – a challenge. 

Odele wanted to stand out on the shelf and win a place in more consumers’ routines. To do it, the brand partnered with Fetch, an outcomes-based ads platform, with clear goals: to drive trial and maintain momentum at a key retailer. The results: a 24.6% sales lift (10-15% category benchmark), with 77% of Fetch-driven buyers new to the brand.

Three audiences, three distinct reasons to buy

Fetch structured the campaign around three audiences: new-to-brand buyers, existing brand buyers, and “bounceback” buyers (shoppers who had only purchased a mini or trial size). Each group received a targeted Offer designed to move them toward trying Odele for the first time or spending more per trip.

• New-to-brand buyers: Received a spend-threshold Offer built to drive first-time trial, giving shoppers who’d never bought Odele a reason to start
• Brand buyers with no trial history: Received an offer designed to grow spend among shoppers who already knew and loved the brand
• Bounceback mini/trial-size buyers: Shoppers who had only purchased a mini or trial size received an Offer built to convert them to full size 

With this strategy, Odele turned three audiences into two wins: new buyers acquired and existing buyers retained. 

New buyers, sustained demand

By pairing purchase-based targeting with audience-specific Offers, Odele’s campaign gave each shopper segment a precise reason to buy. The result was strong performance across Odele’s key objectives.

By matching each Offer to the right buyer, Fetch helped Odele stand out in a crowded category, win new buyers, and keep existing buyers choosing the brand.

Ready to put your brand in more routines? 

Buying patterns don’t change on their own, but the right Offer can shift them. Partner with Fetch to acquire and retain lifelong consumers.