Commerce & Shopper: Single-Retailer Program- Mass Merchants

For campaigns that ran with a tailored, retailer-specific idea and excecuted that idea at a single retail mass merchant chain.

2015 GOLD

ROCK YOUR COVERGIRL

Our shopper wants a place where she can explore, be inspired, and find products from a brand that reflect who she is. One of the key competitive advantages for the COVERGIRL comes from the COVERGIRLs themselves who each have a real story, unique personalities, and a different look. We used online ads, social media, newspaper inserts and bold in-store displays to connect with shoppers and inspire them to Rock their COVERGIRL at Walmarts Everyday Low Prices, growing Walmarts share of COVERGIRL to the highest level in 24 months.

Brand: COVERGIRL
Client: Procter & Gamble
Agency: Saatchi & Saatchi X
Language: English

2015 SILVER

Made with American Jobs

Shoppers want to buy products manufactured in the U.S., so we showcased P&G factory workers who make the products she trusts Crest and Tide and linked them to factories in U.S. hometowns. We shared this message in traditional media, online, and in-store, resulting in a 29% increase in merchandising that grew share in all featured categories. The results are significant as it is the first time brands were able to be linked and gain scale across one cohesive platform that was a key initiative of Walmart beyond a seasonal event.

Brand: Tide, Bounty, Crest, Oral B + Other P&G Brands
Client: Procter & Gamble
Agency: Saatchi & Saatchi X
Language: English

2015 BRONZE

We Got U at Walmart

In 2013, feminine care products at Walmart weren't connecting with the millennial shoppers, the category was declining, and competition was fierce.
But the U by Kotex "little black box" was ready for the challenge.  With "We Got U at Walmart", Kotex shook up category norms with a modern approach:
connecting feminine care shopping to things women actually like. The results? U by Kotex captured highly valued retail space, saw double-digit sales and share increases during key drive periods and increased brand conversion by over 3.5 points!  U by Kotex showed everyone the force they really are.

Brand: U by Kotex
Client: Kimberly-Clark
Agency: Geometry Global
Language: English

FINALISTS

Unilever Beauty & Personal Care Portfolio Target Gender Inclusive

Coca-Cola A Taste of Space – Coca-Cola Creations Starlight

Secret Secret #Watchme