The Suit That Conquered Google:
Campaign Success
Lancerto x Probierz
The Challenge
We focused on capturing growing search interest in the coach’s style—terms like “Probierz’s suit” and “coach’s attire” were trending.
Here’s how we acted on it:
Launched a dedicated landing page showcasing outfits in Probierz’s style.
Rolled out a multi-channel campaign across Google Ads, Meta, TikTok, YouTube, and programmatic display.
Produced a campaign video and photo shoot featuring Michał Probierz.
Reinforced Lancerto’s image as the official partner through strong branding efforts.
The Strategy
To address these challenges, Haleon implemented sMMMart AI, which is a smart media mix modeling solution that uses AI and automation for more effective decision-making.
Here’s how it helped:
Advanced econometric modeling (updated monthly) sMMMart AI measured the impact of both online and offline media on offline sales. The model accounted for brand specifics, seasonality, and point-of-sale type, and was refreshed with new data every month.
Automated feature engineering A dedicated module prepared and standardized variables across channels, allowing for consistent and comparable performance metrics.
AI-driven forecasting and scenario testing Haleon could simulate budget allocation strategies, evaluate their impact, and forecast sales to identify the most effective investment mix.