Shopper Marketing: Seasonal/Event
This category features events, platforms or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event.
National Toilet Paper Day
Quilted Northern faced challenges growing in brick-and-mortar stores, with consumers less loyal and retailers favoring private label. Amazon needed to tackle low interest in buying toilet paper online. A partnership around a one-day promotion proved powerful: we combined Quilted Northern's promise of "Designed to be Forgotten" and Amazon's Subscribe & Save feature (putting toilet paper shopping on autopilot) to create an activation around the year's most forgettable day: National Toilet Paper Day. The results were memorable: big sales, new audiences and a pipeline of loyal subscription customers.
Brand: Quilted Northern
99% discount without margin loss
New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar) Every player is ready to lower the margin for increasing sales. NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality?
Agency: Rockets. Growth R&D
Walgreens Give H20PE to Others
Imagine the power of changing lives by just ONE purchase at Walgreens? We did, and set out to make a difference. Clean drinking water is scarce and nearly 1 billion people don't have access to it. In 2016, Unilever and Walgreens, in partnership with Me to We set out to change that and #GiveH2OPE to people in need. We drove awareness of the global water crisis and provided 13 million gallons of clean water to a community in Kenya. We drove 50% incremental dollar sales lift, and made purchases at Walgreens matter.
Brand: Suave, Caress, TRESemmand Axe
Agency: Team Unilever Shopper