Commerce & Shopper: Multi-Retailer Program
For campaigns that ran with a central idea and executed that idea via dedicated rollouts to three or more different retail chains.
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2017 SILVER
OREO Cookie Balls
During the Holidays, shoppers look for easy recipes that deliver the holiday wow factor and help them avoid the recipe fail. So we created OREO Cookie Ball recipes the reindeer, penguin, cute melting snowmen and a Target-exclusive gingerbread house requiring three ingredients and a no-bake solution that will impress everyone. By focusing on three retailers, Target, Publix and Meijer, we drove incremental sales of OREO Cookies, grew the entire cookie category and even got OREO Cookie balls trending on Google.
Brand:
OREO Cookies
Client:
Mondelez International
Agency:
Geometry Global
Language:
English
2016 GOLD
Play with OREO
OREO Cookie sales were losing momentum after its 100th birthday celebration, and in fact, the entire cookie category was slowing down. With a program called Play with OREO, we got shoppers to do more than just twist, lick and dunk OREO Cookies. Custom retailer programs included exclusive recipes that showed shoppers how much fun OREO Cookies could be. As a result of this program, shoppers picked up more OREO Cookies, used them in creative ways, shared recipe ideas with their social networks and lifted sales of the entire cookie category.
Brand:
OREO
Client:
Mondelez International
Agency:
Geometry Global
Language:
English
2015 SILVER
P&G Best of Beauty 2014
For years, Best Of Beauty was a P&G campaign anchored in celebrating the awards P&G brands won. However, retailers had recently lost interest because the program had become too one-size-fits-all. Since shoppers shop differently at different retailers, we revamped the program to focus less on awards and more on micro-occasions (little events that speak to how shoppers shop). Combined with a micro targeted media strategy that better aligned with our top retailers shoppers, we exceeded sell-in and sales goals by over 40%. Retailer sell-in increased 117%, and sales increased 58.6%.
Brand:
P&G Beauty Brand Category
Client:
Procter & Gamble
Agency:
The Integer Group
Language:
English
FINALISTS
NABISCO
SCORE BIG with NABISCO
Nutrena ProForce
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TRISCUIT Crackers and Sabra Hummus
TRISCUIT Crackers and Sabra Hummus - Tastiest Year Ever
