Commerce & Shopper: Single-Retailer Program- Other
For campaigns that ran with a tailored, retailer-specific idea and executed that idea at a single retail chain.
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2024 BRONZE
The 2,000,000 Diapers Challenge at Sam’s Club
Both Sam’s Club and the Huggies brand were losing traction with socially conscious young parents. By speaking to the motivations of these defecting parent purchasers and creating excitement and suspense around doing good for families in diaper need, “The 2,000,000 Diaper Challenge” managed to score a win-win for both the retailer and brand. Huggies’ diaper dollar sales rose +10% and its buyer base a remarkable +11%, fueling a +1pp lift in the retailer’s share of national diaper category unit sales and contributing to a +13% lift in category dollar sales.
Brand:
Huggies
Client:
Kimberly-Clark
Agency:
VMLY&R Commerce United States
Language:
English
2020 BRONZE
Nutter Butter at 7-Eleven
This program leveraged a shopper insight to create a custom activation that was successful across multiple fronts. It introduced the fifty-year-old NUTTER BUTTER brand, an unsupported business for decades, to 7-Eleven’s millennial shoppers; launched three product innovations in three different product categories; and pushed the brand’s sales from flat to double-digit growth throughout and after the promotional period.
Brand:
Nutter Butter
Client:
Mondelēz International
Agency:
Phoenix Creative Co.
Language:
English
2020 BRONZE
Snickers World Wrestling Entertainment at Dollar General
Dollar General is a growing retailer with a unique shopper, one that defines value as price discounts. As the retailer expanded, our category and competitors saw growth. However, Snickers was in decline. By delivering shoppers an exclusive digital experience rooted in shoppers’ WWE fandom, Snickers was able to redefine the value equation by giving shoppers something priceless. This unique offer reinvigorated the Snickers brand in the eyes of Dollar General shoppers, resulting in brand growth that outpaced the category and the competition.
Brand:
Snickers
Client:
Mars Wrigley Confectionary
Agency:
Integer
Language:
English
FINALISTS
la Madeleine
France Isn't So Far Away
SOUR PATCH KIDS
SPK Mystery at Circle K
Procter & Gamble
Go #2
