shopper marketing - P2PI · the 2015 Shopper Marketing competition boasts 9 unique categories. This...

2015

the winnersshopper marketing

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March 17, 2015 | Schaumburg, IL

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Marketing Effi e Award winners

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2015 Shopper Marketing Effie Award Winners 1

® Effie is a registered trademark/service mark of Effie Worldwide, Inc.

Overviews and related materials about the winners and finalists in the 2015 Shopper Marketing Effies were provided as part of the entry process and were edited for consistency and clarity.

For more in-depth coverage of the campaigns, visit www.p2pi.org and www.effie.org. Additional information will also be available in upcoming issues of Shopper Marketing.

Peter HoytExecutive Director & CEOPath to Purchase Institute

Neal DaviesPresident & CEO

Recognizing the Best in Shopper Marketing

We are thrilled to present this year’s winners of the Shopper Marketing Effie Awards.

Effie Worldwide and the Path to Purchase Institute have once again joined forces to present the Shopper Marketing portion of the prestigious North American Effie Awards competition, which has been recognizing true effectiveness in marketing communications since 1968. Launched in 2011 with just two competitive categories, the 2015 Shopper Marketing competition boasts 9 unique categories.

This year’s winning entries put a spotlight on various ways in which brands and retailers are overcoming the business challenges confronting them in a fast-changing marketplace. By analyzing successful programs that demonstrate unique, behavior-influencing marketing solutions, we as an industry can continue to push the envelope and spark debate about what defines effective shopper marketing — and, more importantly, what the discipline will look like in the future.

Such worthy campaigns deserve an equally impressive showcase, which is why the Effie trophies were again presented during the “Shopper Marketing Celebration” at this year’s Shopper Marketing Summit in Schaumburg, IL. More information about the winners is available at www.effie.org and www.p2pi.org.

We’d like to thank everyone who helped make this year’s competition another rousing success, especially the jury of industry executives who unselfishly devoted their time to help select the finalists and winners. We look forward to fostering continued learning and sharing about what it takes to develop impactful shopper marketing strategies.

Of course, we’d also like to congratulate the winners themselves on their most deserving recognition. Once you’ve learned more about these programs, we’re sure you’ll agree with that conclusion.

Sincerely,

2 2015 Shopper Marketing Effie Award Winners

Milk-Bone Brushing Chews Shopper Marketing Launch Campaign

Big Heart Pet Brands

Brand: Milk-Bone Brushing Chews

Lead Agency: FCB/RED

Award: Gold, New Product/Service Introduction

How do you get people to fall in love with the unpleasant task of brushing their dogs’ teeth? By showing them how delicious it can be. The shopper marketing campaign for Milk-Bone Brushing Chews, a new dental treat proven to be as effective as brushing, did just that. The effort spread the word that Milk-Bone Brushing Chews were the only dental treat that dogs would beg for (and also would save pet owners the trouble of brushing). Shoppers — and their dogs — ate up the idea: trial rate and retail sales numbers prove it.

Statement of Effectiveness: The product is on track to be one of the top-10 CPG launches of 2015 with $50 million in year-one sales.

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“My Black is Beautiful” Ambassador Search

Procter & Gamble and Walmart

Brands: Walmart, CoverGirl, Pantene

Lead Agency: Saatchi & Saatchi X Contributing Companies: Burrell Communications; GlobalHue

Award: Gold, Multi-Brand Shopper Solution

African-American women were not shopping at Walmart for their beauty needs. So the retailer joined with Pantene, CoverGirl and P&G’s “My Black is Beautiful” online community to help members of this key shopper segment celebrate their inner and outer beauty. An in-store My Black is Beautiful ambassador search (staged in four stores) and a T-shirt offer were promoted online to draw women to Walmart locations. This activity culminated in an exciting presence for the partners at the annual Essence Festival.

Statement of Effectiveness: This program resulted in a significant sales lift for CoverGirl and Pantene, helping Walmart outpace the general market.


Coca-Cola Share It Forward

The Coca-Cola Company and Walmart

Brand: Coca-Cola

Lead Agencies: Shopper Events; Collective Bias

Award: Gold, Single-Retailer Rollout

In the summer of 2014, Walmart and Coca-Cola — two of the world’s most inclusive brands — teamed up to inspire shoppers to share more than one million icy cold Cokes to get the happiness started and then “Share it Forward,” thereby connecting retailer, shopper and brand for something powerful. The Walmart-exclusive event succeeded through an unprecedented commitment to execution excellence. Specifically targeted at Millennials, the social media-supported event surpassed expectations, resulting in the distribution of 1.2 million Cokes and double-digit lifts for 20-ounce bottles in the months following.

Statement of Effectiveness: The program over-delivered on sales targets for 20-ounce Coca-Cola: 40% growth and a 4% share swing.


Rock Your CoverGirl


Brand: CoverGirl

Lead Agency: Saatchi & Saatchi X

Award: Gold, Single-Retailer Rollout

The CoverGirl shopper wants a place where she can explore, be inspired and find products from a brand that reflects who she is. One of the key competitive advantages for the brand comes from the “CoverGirls” spokespeople, who each have a real story, a unique personality and a different look. The program used online ads, social media, newspaper inserts and bold in-store displays to connect with shoppers and inspire them to “rock” their CoverGirl at Walmart’s “Everyday Low Prices,” thereby growing Walmart’s share of CoverGirl to its highest level in 24 months.

Statement of Effectiveness: Through the effort, CoverGirl became the No. 1 cosmetics brand at Walmart.


Made with American Jobs


Brands: Tide, Bounty, Crest, Oral B, Other P&G Brands


Award: Silver, Single-Retailer Rollout

Knowing that shoppers want to buy brands manufactured in the U.S., this program showcased P&G factory workers who make the products they trust — Crest and Tide — and linked them to factories in U.S. towns. The message was shared in traditional media, online and in-store, resulting in a 29% increase in merchandising. The results were significant, since it was the first time that brands were linked and gained scale at Walmart across one cohesive platform that wasn’t one of the retailer’s key seasonal events.

Statement of Effectiveness: The 29% increase in merchandising drove share growth in all featured categories.


For years, P&G’s “Best of Beauty” campaign was anchored in celebrating the awards that the manufacturer’s brands had won from consumer magazines. However, retailers were losing interest because the program had become too one-size-fits-all. Since shoppers shop differently at different retailers, the program was revamped to focus less on awards and more on micro-occasions — little events that speak to how shoppers actually shop. Combined with a micro-targeted media strategy that better aligned with shoppers at P&G’s top retailers, the program exceeded sell-in and sales goals by more than 40%.

Statement of Effectiveness: Retailer sell-in increased 117% and sales jumped 58.6%.

P&G Best of Beauty 2014

Procter & Gamble

Brand: P&G Beauty Brand Category

Lead Agency: The Integer Group Contributing Companies: Citizen Relations; Starcom MediaVest Group

Award: Silver, Multi-Retailer Rollout


Break Up with Bounty

Kimberly-Clark

Brand: Viva Vantage

Lead Agencies: Geometry Global; TRISECT Contributing Companies: VML; Mindshare; Ketchum

Award: Silver, Awareness/Trial

For nearly 50 years, shoppers weren’t given a reason to look beyond the longstanding paper-towel performance criteria of strength/absorbency that had been set forth by category giant Bounty. And while 95% of users couldn’t recall any problems with Bounty in usage occasions, newcomer Viva Vantage had a change-worthy improvement to introduce: unique stretch for superior scrubbing power. Since launch, Viva Vantage has proved itself a winning product that uncovered an unmet consumer need. The product has exceeded distribution goals by 173% and increased brand market share.

Statement of Effectiveness: Viva gained 26 codes in retail (11 better than the goal) and exceeded sales goals by 5%.


The Big Win

InterContinental Hotels Group

Brand: IHG Rewards Club

Lead Agency: Ogilvy & Mather

Award: Silver, Loyalty

IHG’s loyalty program was not performing as it once had, losing 4% in revenue from the previous year and facing diminishing returns from its promotions. How do you revitalize a loyalty program with increasingly disengaged members amidst a commoditized promotional landscape? By leveraging the oodles of data available to give travelers what they wanted: personalized, relevant rewards through “The Big Win.” Revenue and engagement increased by multiples compared to previous efforts and IHG consequently set a new standard for hotel loyalty promotions.

Statement of Effectiveness: The program generated six-times more revenue and three-times greater ROMI (return on marketing investment) than past promotions.


Gain Flings Launch

Procter & Gamble

Brand: Gain

Lead Agency: The Integer Group

Award: Bronze, Awareness/Trial

How do you convince a budget-conscious, scent-aholic shopper to trade up from her beloved Gain liquid to the brand’s laundry packets at a 40% price premium? You give her “3 Big Things in One Little Fling!” Using joyful, scented in-store tools, the program connected the shopper’s irrational love of Gain with the rational validation she needed to buy packets. The result was the best-performing product launch in brand history. Just eight months after launch, Gain Flings has blown away expectations, tracking at 119% of sales goal and 195% of repeat purchase goal.

Statement of Effectiveness: Every retailer tool created for the program was ordered (more than 2.7 million pieces).


Kraft Food Hacks

Kraft Canada

Brand: Kraft Canada

Lead Agency: ShopperDDB

Award: Bronze, Multi-Brand Shopper Solution

While still the market leaders, well-known and once-loved Kraft products weren’t getting much love from Millennial moms. “Kraft Food Hacks” was developed with the understanding that these shoppers needed to be inspired in a simple way. Tapping into the global trend of hacking, the program created a rallying cry for innovative simplicity centered on infographics that presented easy, three-step recipes incorporating Kraft-brand products. The campaign was supported through print, digital, out-of-home and social media channels. It has generated 13 million impressions to date and, more impressively, a 12% sales increase.

Statement of Effectiveness: The 12% sales lift was double the campaign’s targeted goal.


The Official Pizza of the Grill

Nestlé USA

Brand: Jack’s

Lead Agency: Geometry Global Contributing Companies: Ogilvy Public Relations (Social @ Ogilvy); Weber Shandwick

Award: Bronze, Seasonal/Event

Although the frozen pizza category experiences an annual sales decline during the summer, Midwestern value player Jack’s has a unique attribute that makes it relevant during these increasingly competitive and cluttered grilling months: It is one of the only frozen pizzas that can actually be cooked on the grill. The program found a clever way to drive awareness and differentiate Jack’s as “The Official Pizza of the Grill,” thereby highlighting this unique attribute as well as owning a new seasonal usage occasion.

Statement of Effectiveness: Jack’s got people grilling and increased sales during the summer of 2014.


Swaddlers for the Life of Your Baby


Brand: Pampers Swaddlers


Award: Bronze, New Product/Service Introduction

The “Swaddlers for the Life of Your Baby” initiative aimed to win by keeping Millennial moms in P&G’s Pampers Swaddlers diapers from birth to the point of potty training. Because Swaddlers diapers weren’t available through all of a baby’s growth stages, moms were defecting from the brand and often away from the P&G family entirely. The program restored a contracting category to growth, boosting the P&G baby business at Walmart and securing for the retailer a 40 share of the national Swaddlers business for sizes 4 and 5 in the first year after launch.

Statement of Effectiveness: The program added $60 million in sales (90% of total third-quarter growth) to P&G’s baby business at Walmart.


We Got U at Walmart

Kimberly-Clark

Brand: U by Kotex

Lead Agency: Geometry Global

Award: Bronze, Single-Retailer Rollout

U by Kotex was up against the ropes at Walmart in 2013. The category was declining, competitors with deeper pockets were dominating and the retailer wasn’t connecting with key shoppers. “We Got U at Walmart” shook up category norms by taking a modern approach: connecting feminine-care shopping to things women actually like. U by Kotex captured highly valued retail space, gained double-digit sales and share increases during key drive periods, and increased brand conversion by more than 3.5 points. The brand also proved to Walmart and the competition how much of a contender it really is.

Statement of Effectiveness: The program increased conversion for U by Kotex at Walmart from 38.4% to 42%.


Shopper Marketing Effie JuryFinal Round

Round OneKris Abrahamson VP, Retail Consultancy The Mars Agency

Michael Ashling Director, In-Store Marketing Target

James Beck VP, Shopper Marketing The Coca-Cola Company

Kateri Benoit Global Director, E-Commerce/E-Shopper Red Fuse Communications

Jon Bird Global Managing Director Labstore

Peter Breen Managing Director - Content Path to Purchase Institute

Kristen Buss VP, Strategy Hunter Straker

Jim Carlton EVP & Managing Creative Director Arc Worldwide

Jeanne Cashman Director Shopper Marketing, Sam’s Club Kraft Foods

Mary Casperson VP, Shopper Marketing The Mars Agency

Matt Champion Regional Director, Retail & Shopper Marketing Coupons.com

Will Clarke Executive Creative Director The Integer Group

Jackie Clifton Director, Shopper Marketing Pepsico

Liz Crawford SVP, Strategy & Insights, Shoplab Match Marketing

Howard Davidson SVP, Retail Platforms Acosta Mosaic Group

Tara Day Shopper Marketing, PepsiCo Beverages PepsiCo

Dino de Leon SVP, Head of Creative Shoptology

Brian DeLong SVP, Shopper Experience Catapult Marketing

Steve DeVore SVP, Managing Director TWINOAKS

Craig Elston EVP, Insight & Strategy The Integer Group

Steve Frenda Managing Director, Strategy & Development Path to Purchase Institute

Deb Friedland Managing Director, Planning & Perspectives TPN

Heidi Froseth EVP, National Retail Leader Catapult Marketing

Jason Goldberg GVP, Commerce Strategy Razorfish

Christopher Gray VP, Shopper Psychology Saatchi & Saatchi X

Susan Hayes Director, Shopper Marketing & Insights Bayer

Jessica Hendrix SVP, Account Leadership Saatchi & Saatchi X

Terese Herbig Director - Member Development Path to Purchase Institute

Peter Hoyt Executive Director & CEO Path to Purchase Institute

Kim Hsieh VP, Strategy & Develpoment IN Marketing Services

Cara Kahaly Director, Shopper Marketing & Insights, Grocery/Altern Novartis

Mark Kendrat Director of Shopper Marketing Kraft Foods

Lionel Knight SVP, Planning & Research Upshot

Rich Lesperance Sr. Director, Loyalty & Insights Walgreens

Tom Lisi Sr. Director, Shopper Marketing ConAgra Foods

Mark Lundquist Manager, Digital Strategy Kellogg Company

Carolyn Madigan Managing Director TPN

Jennifer Marchant VP, Customer Marketing Time, Inc.

Steve McGowan Director of Shopper Marketing Mondelez International

Jean McLaren President MARC USA Chicago

Darcy McNair Shopper Marketing Creative Director Red Fuse Communications

Jared Meisel Managing Partner Theory House

Holly Meloy SVP, Client Service Marketing Werks

Tim Moore SVP, Group Creative Director Epsilon

Pam Morrisroe Managing Director - East Geometry Global

Greg Mueth VP, Account Planning & Shopper Marketing Group360 Worldwide

Curt Munk SVP, Group Planning Director FCB/RED

Stacey Nachtaler Sr. Brand Manager, Shopper Marketing PepsiCo

Julie Nelson SVP, Shopper TRIS3CT

Aaron Newhouse National Shopper Marketing Manager ACH Food

Lisa Norat VP, Client Service HMT Associates

Mike Paley SVP, Shopper Marketing & Experiential The Marketing Arm

Holly Pavlika SVP, Brand Strategy Collective Bias

Cheryl Policastro Director, Shopper Marketing Reckitt Benckiser

Julie Quick SVP, Head of Insights & Strategy Shoptology

Josh Rateliff VP, Managing Director Saatchi & Saatchi X

Julie Rothweiler VP, Account Director Leo Burnett/Arc Worldwide

Carolyn Sakstrup Sr. Director, Guest Insights Target

Shelly Sawyer VP, Channel Director, Retail Strategist GREY

Heidi Schoeneck Executive Creative Director Geometry Global

Art Sebastian VP, Category Leadership & Shopper Insights Kraft Foods

Kevin Shelhamer Managing Director, Chicago Geometry Global

Kimberly Sisak Shopper Marketing Team Leader Kimberly-Clark

Jeff Skolnik EVP, GM Retail Blue Chip Marketing Worldwide

Shelbie Stewart Sr. Partner, SVP, Executive Group Director Geometry Global

Cynthia Thayer VP, Strategic Planning TPN

Adrian Velazquez VP, Shopper Strategy Momentum Worldwide

Robert Vigneau Shopper Insights Manager Kimberly-Clark

Lynn Vitello VP, Marketing MaxPoint

Kim Yansen Director - Field Shopper Marketing Mondelez International

Seth Yassky Sr. Manager, Shopper Marketing E. & J. Gallo Winery

Paul Yoo Director, Shopper Marketing LG Electronics

JURY CHAIR Andy Murray SVP, Creative Walmart

Tammy Brumfield VP, Sr. Director, Shopper Marketing ConAgra Foods

Liz Crawford SVP, Strategy & Insights, Shoplab Match Marketing

Carl Hartman Chief Executive Officer, North America Geometry Global

Dina Howell Chief Executive Officer Saatchi & Saatchi X

Joe Lampertius CEO, Global Shopper Marketing Grey

John Mount VP, Retail Channel Strategy & Marketing The Coca-Cola Company

Barry Roberts Director, Retail Shopper Solutions Colgate-Palmolive

Stephanie Robertson U.S. Brand Operations - In-Store, Scale & Shopper Marketing Procter & Gamble

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