Commerce & Shopper: Data-Driven

This category honors brands and retailers using data, analytics, and technology to identify and match the right shopper to the right message at the right time.  

2022 SILVER

This Is Our Shot

When the COVID-19 pandemic hit and vaccines became available, Walgreens faced its largest immunization challenge yet: administer 30M vaccines. There were many complexities to navigate – differing consumer eligibility, opinions, and misinformation surrounding the vaccine. Walgreens created a custom “Vaccine Readiness Data Model” to predict individuals most likely to want a vaccine before seeking one out. The model scored prospects, considering behavioral, cultural, and geographical factors affecting vaccine uptake. Based on vaccine readiness, people were dynamically served relevant messages, playing a critical role in administering 34.6M COVID-19 vaccines at Walgreens.

Brand: Walgreens
Client: Walgreens
Agency: The Pharm Global
Language: English

2021 BRONZE

Building confidence and winning with #shopperfirst

Shopping for an appliance is stressful and complex and is made even more confusing by retailer promotions. Appliance shoppers are pushed to buy a new appliance based on a need, not pulled in by retailer weekend deals. Whirlpool reimagined the shopper journey by putting shoppers first and tailoring the experience to shoppers’ personalized needs, helping them get the right appliance faster and with greater confidence.

Brand: Whirlpool Corporation
Client: Whirlpool Corporation
Agency: Digitas
Language: English

2020 BRONZE

Alaska Airlines Year in Trivia

When our members engage with the brand, they book. At the slowest time of year for airline sales, we needed to engage them with a Year in Review experience that reinforced their loyalty to the brand by reconnecting them to their travel experiences. Using their own data and a strong brand voice, we fostered engagement and spurred bookings with a personalized communication that got them flying again. 

Brand: Alaska Airlines
Client: Alaska Airlines
Agency: Rauxa Agency
Language: English

FINALISTS

Pepsi Pepsi Pizza Hyper Personalization @ Scale