DUDE Wipes Taps Into MikMak Insights to Accelerate Sales and Minimize Costs Nationally
Background
Over the last 14 years, DUDE Wipes has emerged as a top personal care brand, disrupting the market with a unique marketing approach and strong proposition.
Challenge
Prior to 2023, DUDE Wipes opted to not run any paid media. In order to maximize investment for their first big national campaign in many years, they were looking to run a test to help inform strategy and approach.
Solution
In August 2023 they leveraged MikMak for a test campaign, driving to Walmart, Amazon, Target. Knowing how key measurement would be, the DUDE Wipes’ agency team, Curiosity, quickly became power users of the MikMak 3.0 Platform and built data into their BI tool for a holistic view of all key metrics.
The team leveraged real-time MikMak Insights to inform platform optimizations, such as removing audio to reallocate spend to social and search. Additional findings from the test helped give confidence in the overall structure of the plan. In March 2024, DUDE Wipes launched nationally across full-funnel Media and went live on their Brand Website. Optimizations led to significant improvements in purchase intent and cost per purchase intent click.
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