Shopper Marketing - September 2017 - 16

PROGRAMS

Kimberly-Clark Ups
Its Game at Meijer
Partners build on success of 2016 program with
increased engagement
By Samantha Nelson

NEENAH, WIS. - As soon as Kimberly-Clark, Geometry Global and HelloWorld wrapped up
the 2016 "Summer Dreams" promotion at Meijer, they began considering how they could
make an even bigger impact on shoppers in
2017. "Last year we had a great result," says
Geometry Global account executive Isabella
Rodriguez. "HelloWorld was able to share the
analytics of everything. We could see who entered [the sweepstakes], who registered more
than once. There were a lot of things that we
could look at."
The effort activated K-C's longstanding partnership with Walt Disney Co. to award three
winners with a family vacation to Walt Disney
World in Orlando, Florida. Floor clings, a circular feature and display ads on YouTube.com
and Meijer.com promoted the sweeps along
with associated offers on Huggies, Goodnites
and Kleenex through Meijer's mPerks digital
coupons program.
"Meijer is very supportive of everything from
an agency standpoint," says K-C's senior team
leader for Meijer, Lisa Stehling. "It was a lot of
work, but it was a great success. Our goal was
getting the shoppers engaged. We believe
our partnership with Disney is a way we could
make that happen. We wanted to make sure
16

y SHOPPER MARKETING SEPTEMBER 2017

we were giving parents a way to engage with
their children."
For 2017, the partners worked to further increase that engagement with a sweepstakes
and instant-win matching game running from
June 4 to Sept. 30. While they again are employing in-aisle floor clings and circular features
with creative from Meijer's agency, Geometry
Global, they also added a way for consumers
who enter the sweeps to share details about
it on Facebook and Twitter. The feature and
digital activity also dangle a variety of deals on
K-C brands:
n A $2 mPerks digital coupon for Huggies, PullUps or GoodNites valid from June 4 to July 1.
n A $1 mPerks coupon for Kleenex valid during
the same period.
n $15 off a future receipt with purchase of two
Huggies giant diaper packs.
n $5 off a future trip for shoppers who spend
$20 on Huggies wipes.
This sweeps awards just one family a Disney
World vacation, but the instant-win game adds
2,760 additional prizes including $100 Disney
gift cards, $30 Fandango digital gift cards and
Disney sticker sheets. "We wanted to keep the
shopper engaged throughout the campaign,"
Rodriguez says. "That's why we decided to do


http://www.YouTube.com http://meijer.com

Table of Contents for the Digital Edition of Shopper Marketing - September 2017

Contents
Shopper Marketing - September 2017 - Intro
Shopper Marketing - September 2017 - 1
Shopper Marketing - September 2017 - 2
Shopper Marketing - September 2017 - 3
Shopper Marketing - September 2017 - Contents
Shopper Marketing - September 2017 - 5
Shopper Marketing - September 2017 - 6
Shopper Marketing - September 2017 - 7
Shopper Marketing - September 2017 - 8
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