Procter & Gamble

Stephanie Robertson, Associate Marketing Director
John Grim, Brand Manager
Jake Whitman, Assistant Brand Manager

The Integer Group *Lead Agency

Michael Glunk, Insight and Strategy Director
Jonathan Tenkley, Creative Director
Ariel Knobbe, Account Supervisor
Adrienne Pickett, Senior Art Director
Kristen Brelig, Senior Account Executive

Citizen Relations

Molly Crabill, Client Service Manager

Starcom MediaVest Group

Andres Giusto, Connections Associate Director

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%.