Shopper Marketing: Awareness, Trial, and Conversion
For efforts that used shopper insights to increase awareness and trial to lead to conversion for their established product/brands.
The Great American Try-On
In 2011, the adult care category was filled with old-people perceptions and outdated options. Depend brand set out to change perceptions and elevate category expectations with a modern new product. However, shoppers wouldn't listen at-shelf: they were extremely embarrassed in-aisle and with Depend products in their cart. Testing showed shoppers had to try the product to believe it. So we distributed over 3.2MM samples and carried excitement of the buzz-worthy national campaign to the aisle. The new line achieved 9.8% category share, surpassing year-end sales goals in only 5 months.
Client: Kimberly-Clark Corporation
Adult woman love their lattes. And lattes contain twice more milk than coffee! To boost retail sales, we inspired shoppers to rethink their lattes and showed them an easy way to make them at home. POS intercepted shoppers in the milk and coffee aisles across 13,000+ stores with a 3-step recipe, a QR-code for a how-to video, and a mobile call-to-action. Digital, PR, advertising, and social media drove consumers to the Facebook app for more recipes and an hourly sweepstakes. The campaign results exceeded the sales goal by 47%.
Client: Milk Processors Education Program (MilkPEP)
The Foster's Oil Can was a beer that guys buy to drink alone. For Foster's to increase sales and distribution, they needed to turn this loner beer into a social beer. Enter the Aussie Six-Pack! Each Oil Can contains 25.4oz of beer, more than double a typical can. Put three cans together and you get the Aussie Six-Pack, complete with an Aussie Six-Pack holder that turned this lonely single into a multipack ready for a party. This program made Foster' s more socially relevant and dramatically increased both distribution and sales.
Agency: Leo Burnett/Arc Worldwide