Imagine you’re walking down the vitamin aisle, overwhelmed by endless choices. You want to make the right decision, but how do you know which product is best for you? Now, imagine a brand that helps guide you—offering personalized recommendations based on your unique health needs.
This is exactly the kind of consumer-first experience Centrum, a leading health and wellness brand under Haleon, is creating through first-party data. Rather than relying on broad, one-size-fits-all marketing tactics, Centrum delivers interactive, data-driven experiences that pull customers in—building stronger connections, enabling smarter targeting, and making marketing more efficient.
Want to see how? Watch the full on-demand webinar, where James Sharman, Marketing Director for Vitamins and Supplements at Haleon, shares how Centrum is reshaping consumer engagement through digital experiences.
Shifting from Push to Pull Marketing
Centrum has made a strategic move away from traditional push marketing—where brands broadcast messages to consumers—and toward pull marketing, where consumers actively engage with the brand through interactive experiences. This shift has delivered three major benefits:
Cost Efficiency: By relying less on expensive third-party data, Centrum is maximizing its marketing budget.
Deeper Consumer Connections: Interactive experiences invite consumers to participate, fostering stronger relationships.
Smarter Targeting: First-party data allows Centrum to refine its messaging and improve conversion rates.
Instead of competing for fleeting attention, Centrum is earning it—by providing value upfront.
How Centrum Uses Interactive Experiences to Collect First-Party Data
To simplify the often confusing world of vitamins and supplements, Centrum launched a product recommendation tool powered by Experiences by Jebbit. This tool asks personalized questions to:
Help consumers find the right product based on their lifestyle and health goals.
Capture valuable first-party data to refine future marketing efforts.
Provide real-time insights into consumer behaviors and preferences.
But the real game-changer? The tool became an insights engine.
Centrum discovered that 48% of users had never taken a multivitamin before—a crucial insight that opened new opportunities to reach first-time customers and expand the category. Moreover, the tool acts as a continuous feedback loop, allowing Centrum to fine-tune messaging, optimize marketing campaigns, and bridge the gap between pull and push strategies.
The 3E Framework: Educate, Engage, Entertain
To make these experiences effective, Centrum follows the 3E framework, ensuring that every interaction delivers at least two of these elements:
Educate: Help consumers make informed choices about their health.
Engage: Create an interactive, two-way experience rather than a static ad.
Entertain: Make it enjoyable so users stay engaged and complete the experience.
For example, Centrum’s product recommendation tool doesn’t just provide a list of vitamins—it explains their benefits, asks engaging, personalized questions, and presents results in a visually appealing, interactive way. This ensures that consumers not only get useful information but also enjoy the process, increasing the likelihood that they complete the experience and take action.
Scaling Success: Expanding Insights Across Brands and Markets
What began with Centrum has now become a scalable data collection strategy across Haleon’s entire portfolio. By applying these interactive experiences across nine markets and expanding beyond Centrum to brands like Voltaren and Sensodyne, Haleon is building a comprehensive picture of consumer needs and behaviors.
For instance, Centrum’s insights are being applied to understand how vitamin consumption differs between regions, providing a data-driven approach to marketing in Sweden, Finland, and the UK. These real-time insights allow Haleon to tailor messaging with precision, ensuring higher relevance and stronger engagement in each market.
Key Takeaways for Marketers
Centrum’s approach to first-party data collection offers key takeaways for marketers looking to enhance consumer engagement:
Launch quickly & optimize as you go: Don’t wait for perfection—test early, gather insights, and refine continuously.
Offer clear value to consumers: First-party data is most valuable when it benefits both the brand and the consumer—whether through personalization, education, or convenience.
Leverage insights across all channels: Data collected from interactive experiences should inform email marketing, CRM, and paid media to maximize impact.
Go beyond your website: Promote interactive experiences on social media, search, and retail partner sites to extend reach and increase engagement.
Final Thoughts: The Future of First-Party Data
Centrum’s innovative approach to first-party data proves that consumer engagement is the foundation of modern marketing. By shifting to interactive, insights-driven experiences, brands can create more meaningful connections, optimize spend, and drive long-term growth.
As third-party data becomes less reliable and privacy regulations tighten, brands that invest in first-party data strategies today will have a competitive advantage tomorrow.
Want to learn more? Watch the full on-demand webinar to hear James Sharman break down how Haleon is leveraging first-party data to drive smarter engagement and set the stage for 2025.
