Shopper Marketing - October 2017 - 132

INSTITUTE STRATEGIST
destination by using promotional packing
tape on delivery boxes that boasted of the
ability to "Find everything on your list" at
Amazon.com/BacktoSchool.

Brand Activations
Among the various brands activating with
Amazon for the season:
RB's Lysol secured a back-to-schoolthemed brand showcase within Amazon.
com. The destination hosted the brand's
back-to-school TV spot and let visitors
browse essentials for school or college.
It also offered entry into a sweepstakes
awarding a $2,000 Amazon.com gift card
and a year's supply of wipes for the winner's
school. Ads running within Amazon's "Back
to School Essentials" shop linked to the
page, promising savings of up to 20% on
products that kill "back-to-school germs."
Johnson & Johnson used a display ad
running on websites such as WashingtonPost.com that directed consumers to
a manufacturer showcase on Amazon.
com. A leaderboard ad on the page touted free shipping for Prime members with
purchase of five qualifying products via
Prime Pantry. The creative tied in to backto-school season with a "send them off
with confidence" message, and the page
offered tabs for products "for your teen"
and "for your little one."

132

y SHOPPER MARKETING OCTOBER 2017

PepsiCo's Frito-Lay ran a "When School's
In, Parents Win" display ad on websites
such as Setlist.fm. The ad linked to an ecommerce page for various variety packs
under a leaderboard touting the manufacturer's national back-to-school sweepstakes, which awarded a tropical vacation,
home entertainment system and other
prizes.
Newell Brands ran a display on Amazon.com that linked to a "College Prep 101"
e-commerce page grouping items by "featured deals, "college life" and "dorm essentials."
Kellogg Co. ran a display ad on websites such as WashingtonPost.com inviting consumers to "be a lunchbox hero"
and directing them to an Amazon page
to "shop now" for snack-sized packaged
of brands including Rice Krispies Treats,
Cheez-It, Pringles and Pop-Tarts.

Cause Marketing
An ad within the Essentials shop infused
Amazon's activity with a cause element, inviting shoppers to "fill a backpack for a child
in need" by donating to UNICEF USA with
Amazon Pay. The donation landing page indicated what supplies could be purchased
with varying donation amounts, from 200
pencils for $6 to 40 exercise books, 80 penSM
cils and five textbooks for $46.


http://www.Setlist.fm http://www.Amazon.com/BacktoSchool http://www.amazon.com http://www.amazon.com http://www.Amazon.com http://www.WashingtonPost.com http://www.washingtonPost.com http://www.washingtonPost.com

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

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
Shopper Marketing - October 2017 - 9
Shopper Marketing - October 2017 - 10
Shopper Marketing - October 2017 - 11
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