Lancerto

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.

The Results

+40%

increase in website visits

+207%

growth in Lancerto-related search queries

+10%

boost in sales

8 mln

ad impressions

+2.8%

engagement rate

+6%

increase in brand awareness among sports fans

Expert

Opinion

Despite the elegant version of the module, thanks to adaptive changes on our part and as part of SalesTube's marketing strategy, we managed to achieve a year of very high user adoption and year-over-year revenue. Entering new target groups and a more random product range was a positive move, which was made to increase marketing investment and expanded at a time when most of the company was scaling back its operations.
Mariusz Serafin
Marketing & E‑Commerce Director in Lancerto