Market context

Essity joined us in 2021 after the strong context of 2020 to manage their E-Retail Media activity through an annual collaboration based on two pillars: monthly support from our KAM teams and media KPI tracking on the Datagram platform.

Essity's objective

Maintain their position as leader or challenger according to their categories thanks to two pivots:

    • a better understanding of their competitors' activation and investment strategies by brand and format


  • continuous improvement of their strategy through performance monitoring.
Michelin's objective

Essity's issues

No monitoring of the share of voices taking into account the entirety of the actors

Need to benchmark competitive activation strategies

Lack of measurement of the quality of execution of activations, including the availability of
of the offer put forward

Datagram Solutions

Implementation of our eRetail analytics platform

Training of the eCommerce team in our analysis tools and methodologies

Follow-up by a dedicated account manager from the start of the setup to the operational
and strategic support in the long term

Benefits of the Datagram solution

Post-activation use to measure the impact of activations on brand visibility

Pre-activation use to analyse competing strategies and adapt the
communication plan eRetail Media

Datagram is part of a strategy of continuous improvement of the activation strategy
strategy and to increase the eRetail Media skills of the Essity teams

Client satisfaction

If I had to sum up Datagram in two notes: 9/10 for the platform and 10/10 for the support of our account manager!

The tool is intuitive and easy to use: clear graphics, quick & easy to read. We use the platform regularly to track certain specific activations and occasionally for advanced analysis as needed for certain presentations. Datagram allows us to better analyse our actions and therefore to rework them better for the next time. By giving us a better understanding of what we do, Datagram contributes to the achievement of our objectives.

Jennifer Ayral

Senior E-commerce Manager


Jennifer's advice

"Rely on the Datagram team! Their strengths: responsiveness to our requests and a good understanding of our needs. The monthly follow-up points on our collaboration are also important.
On a more personal note, the team is very friendly, it's really nice to work together!"

About Essity

Essity, a leading international health and hygiene group, is committed to improving well-being through products and solutions that are essential to everyday life.

Our products are marketed in around 150 countries under the leading global brands TENA and Tork, as well as other strong brands such as JOBST, Leukoplast, Libero, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa.

Essity has approximately 46,000 employees worldwide and had net sales of EUR 12.2 billion in 2019. The Group has its global headquarters in Stockholm, Sweden and is listed on Nasdaq Stockholm. Essity pushes boundaries for more wellbeing and contributes to a sustainable and circular society.