Henkel, in partnership with WPP Media, has launched a new retailer-led full-funnel commerce strategy for its Bloo toilet cleaning brand. This marks a strategic shift, moving beyond traditional awareness-led campaigns, aiming to accelerate sales growth and maximise return on ad spend (ROAS).
Harnessing rich shopper data from leading UK retailers, the campaign features data-driven messages personalised to shopper needs across a diverse media mix, including on-site retail display banners, AV, proximity Digital Out-of-Home (DOOH), Online Video, Social, ITV and retailer-owned platforms. This tailored approach enhances ad recall and purchase propensity, complemented by accompanying in-store assets for a cohesive omnichannel experience, developed by Henkel’s creative agency, Savvy.
Kicking off with Bloo’s popular ‘Power Active’ range, this sophisticated approach ensures consistent brand messaging throughout the entire consumer journey, from initial brand exposure through to point-of-purchase, while prioritising key ‘retail moments’ that influence consideration and conversion.
This campaign initiates Bloo’s 2026 commerce-first strategy. In an increasingly competitive category and against the backdrop of social media trends such as #cleantok, Bloo aims to improve performance and reinvigorate shopper engagement.
By placing retail media at the core of its strategy, Bloo aligns media, data, and point-of-sale activation, creating a seamless path from awareness to purchase. Developed collaboratively with WPP Media, the approach is underpinned by a connected retail media system that uses shopper data and closed-loop measurement to drive both incremental sales and long-term value.
Efficient workflow and campaign execution are managed within Henkel’s dedicated environment in WPP Open, integrating end-to-end planning and optimisation, providing visibility among key stakeholders and empowering Henkel to deliver highly personalised and relevant messaging at scale, underpinned by a bespoke, holistic measurement framework.
Mike Hyman, senior media manager UKI & Nordics from Henkel, said: “This campaign marks an important step forward for Bloo as we evolve towards a more connected, commerce-first approach. By placing retail media at the heart of our strategy and working closely with WPP Media we’re able to better connect brand-building with sales activation ensuring we reach shoppers in more relevant and impactful ways.”
Jennifer Manning, managing partner at WPP Media’s Wavemaker, said: “Retail media is transforming how brands connect with shoppers and this campaign for Henkel Bloo is a clear example of that shift in action. By bringing together data, media and retail partners, we’re able to reach consumers at key decision-making moments and create a more seamless journey from awareness through to purchase.”
