Commerce & Shopper: E-Commerce

​The category is for campaigns that effectively used shopper insights, strategy, and creative to drive e-commerce customer journey and purchase.  

2024 GOLD

OREO Codes

Cookie sales were down at ABSCO due to declining relevance. Shoppers were spending their time walking the perimeter of the store and avoiding center store and therefore packaged cookies.  We needed a compelling reason to win these shoppers back by drawing them into the cookie aisle and select OREO. Therefore, rather than fighting the perimeter traffic, we embraced it. Leveraging OREO & milk’s shared equity, we hacked milk’s barcode converting it into a visual stack of OREO - reminding shoppers every glass of milk is sweeter with OREO.

Brand: OREO
Client: Mondelez International
Agency: VMLY&R Commerce
Language: English

2024 BRONZE

Midol - Reach for Comfort

Anybody who has experienced a period knows that the pain of menstrual cramps is just ONE symptom of many that suck. So to get people to stop reaching for the single symptom pain relievers that were in their medicine cabinet and start reaching for multi-symptom relief with Midol®, we launched “Reach for Comfort.” Through playful design and smart influencer outreach, we started a conversation that drove increases in favorability, recall, engagement and a +20% lift in sales for a fraction of the spend of competitors.

Brand: Midol®
Client: Bayer
Agency: MULLENLOWE U.S.
Language: English

2022 SILVER

Bud Light Seltzer Lemonade Super Bowl Launch

Bud Light Seltzer Lemonade was set to launch in early 2021, and with most of the country isolated at home during the big game, we used broadcast integration paired with digital and eCommerce tactics to drive trial and eCommerce, to ultimately be the #1 beer brand sold on Super Bowl Sunday.

Brand: Bud Light
Client: AB INbev
Agency: Draftline_USA
Language: English

FINALISTS

Walmart Welcome to Your Walmart

Oscar Mayer Oscar Mayer Bologna Gets a Facelift

Shoe Carnival Brick to Click