As a direct-response marketing pioneer, Guthy | Renker has had a long history of successin growing brands by investing in high-profile outbound marketing strategies, most notably for the Proactiv acne care product line.
As the years progressed, the target audiences consumption and purchase behaviors moved away from traditional channels. Guthy | Renker soon realized that online share of voice for the Proactiv brand was far behind a growing set of competitors with established content marketing and SEO programs. In addition, ownership of mission-critical branded terms, such as product reviews, was at an all-time low.
Guthy | Renker required a partner thatcould quickly understand the position of the Proactiv brand within the current competitive landscape of the beauty industry and create a roadmap for rapid growth.