Not your average opportunity

The male grooming market in the UK is highly competitive, and Dr. Squatch wanted to grow its awareness and drive sales uplift. MiQ partnered with Dr. Squatch, through their agency Goodstuff, to deliver an innovative, hyperlocal Connected TV (CTV) and YouTube campaign targeting retail stores.

Not your average solutions

MiQ’s Advanced TV solutions were perfectly placed to help Dr. Squatch achieve their goals.

Audience data

MiQ identified underexposed audiences with its tech - combining purchase and footfall data to identify Dr. Squatch’s high-potential audience across London. This audience was then mapped to the nearest retail locations. This ensured that the campaign reached consumers most likely to purchase male grooming products.

Commerce data

To further refine targeting, MiQ mapped sales data against its underexposed audience dataset. This allowed the team to pinpoint retail stores with the highest index for male grooming product sales, tailoring campaign delivery to maximize local relevance and impact.

Targeted CTV delivery

MiQ activated a granular omnichannel CTV campaign across premium platforms like Prime Video and Discovery. With geo-contextual relevance at the heart of the activation, CTV ads were delivered to users in proximity to the highest-indexing retailers. This ensured maximum awareness and drove both consideration and store visits.

Not your average outcomes

• 112% average revenue uplift in targeted London stores during the campaign period.
• 64% higher revenue uplift in London stores compared to non-London locations.
• 24% increase in direct-to-consumer (DTC) sales during the campaign.
• 8.4% incremental reach to new audiences through Audience Project partnership.
• 3% increase in aided awareness - the only brand in the male grooming sector to achieve period-on-period growth.
• 2% increase in brand familiarity.
• Amazon Prime Video cited as the #2 source of ad recall, outperforming channels with much larger budgets.