Shopper Marketing - September 2017 - 18
the brand front of mind for existing customers. K-C is measuring retainment,
market share and sales dollars during
the promotion and will be looking at
whether they captured new shoppers
and were able to keep them afterward.
"It's getting harder and harder in the
industry to get shoppers to convert or
even engage," Stehling says. "We don't
have all the results yet, but the early
read was that we were able to grow
share within Meijer. As we get the findings and all the data, it will help us with
our planning for next year. Everything
The sweepstakes landing page
included an instant-win component
that showcased Kimberly-Clark
products. In Meijer stores, floor
clings promoted the sweeps as
well as various offers, including an
mPerks digital coupon.
the instant-win - so the shopper
would continue to visit the site."
Samantha Boudro, account director for HelloWorld, which administers the sweeps and game,
says that tactic has succeeded and
that they're already in talks to run
it again in 2018. "I think the instantwin component has been a great
addition," she says. "We're excited
to see what the results are and how
we can make an even bigger impact next year."
That engagement is important to K-C, which
is trying to capture both new moms and keep
y SHOPPER MARKETING SEPTEMBER 2017
we can learn will help us plan for next year."
This year's campaign also builds on the high
level of mobile engagement the 2016 effort re-