Shopper Marketing - May 2016 - 61


solutions to their challenges. The company's
Working with strategic partners, SC JohnOff and Raid brands have taken initiatives simison is actively promoting digital innovation.
lar to Ziploc. "As consumers have challenges
The company's Ziploc brand partnered with
with pests, we want those brands to be ones
Pinterest for a program Madigan says gave
consumers can come to in order to learn how
the brand bragging rights as one of the first
to resolve those challenges," he says. "Products
to create branded content within the Pintercan provide solutions, but we also want our
est environment. "We're looking to find those
content to be a solution provider."
places where consumers want to engage with
Madigan gives a nod to the company's shopour brands in different ways than the typical
per marketing organization, which he says has
banner ad blasts," he says.
been out in the forefront of partnering with
There have been other efforts on Facebook,
retailers on their digital initiatives. "A very interand Ziploc's "Little Beasts" videos have offered
esting evolution over the last year or so is the
"creative, engaging commercials that are difconnection between our brands' strategy all
ferent than what you might see on TV," he says.
the way through our shopper marketing to our
They have had a "huge effect" on consumer
retail partners," he says. "In the past, we were a
engagement. "Consumers wanted to view this
content and were shar" [Digital] has become more of a vehicle for the
ing it with their friends.
dialogue with consumers versus just another
It becomes a lot more
relevant and impactful
marketing vehicle to shout a message out."
in that type of environlittle too focused on retail execution and their
ment versus a more traditional blast."
specific initiative and not really connecting it
Madigan says his team's first priority is to
back to the power of the brands and the work
enable consumers to buy SC Johnson prodthey were doing from a digital perspective."
ucts whenever they want, wherever they want.
Moving forward, Madigan says as companies
"Consumers are going to buy where they want
continue down the path of segmentation and
to buy, and we have to be sure we're present
personalization, that work will likely be the most
to be one of the choices regardless of where
disruptive within digital shopper marketing. But
they want to shop," he says. "We want to have a
in the same vein as big brands becoming more
strong presence, engage with consumers and
adept at using digital touchpoints along the
offer them our products. We're tasked with
path to purchase, there's still a lot of learning
building out that online presence."
going on. "We've learned a lot of lessons from
A large part of that effort circles around concategories and industries that have gone ontent. Instead of strictly producing another print
line before us, and there are many world-class
ad or simply putting it online, Madigan says
companies and marketers in the CPG space who
it's important to have content that helps conknow consumers well. So I think while we're still
sumers learn or understand more about the
learning, we're fast learners."
company's products while helping them find
MAY 2016 SHOPPER MARKETING y

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Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
Shopper Marketing - May 2016 - 32
Shopper Marketing - May 2016 - 33
Shopper Marketing - May 2016 - 34
Shopper Marketing - May 2016 - 35
Shopper Marketing - May 2016 - 36
Shopper Marketing - May 2016 - 37
Shopper Marketing - May 2016 - 38
Shopper Marketing - May 2016 - 39
Shopper Marketing - May 2016 - 40
Shopper Marketing - May 2016 - 41
Shopper Marketing - May 2016 - 42
Shopper Marketing - May 2016 - 43
Shopper Marketing - May 2016 - 44
Shopper Marketing - May 2016 - 45
Shopper Marketing - May 2016 - 46
Shopper Marketing - May 2016 - 47
Shopper Marketing - May 2016 - 48
Shopper Marketing - May 2016 - 49
Shopper Marketing - May 2016 - 50
Shopper Marketing - May 2016 - 51
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Shopper Marketing - May 2016 - 53
Shopper Marketing - May 2016 - 54
Shopper Marketing - May 2016 - 55
Shopper Marketing - May 2016 - 56
Shopper Marketing - May 2016 - 57
Shopper Marketing - May 2016 - 58
Shopper Marketing - May 2016 - 59
Shopper Marketing - May 2016 - 60
Shopper Marketing - May 2016 - 61
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Shopper Marketing - May 2016 - 63
Shopper Marketing - May 2016 - 64
Shopper Marketing - May 2016 - 65
Shopper Marketing - May 2016 - 66
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Shopper Marketing - May 2016 - 89
Shopper Marketing - May 2016 - 90
Shopper Marketing - May 2016 - 91
Shopper Marketing - May 2016 - 92
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Shopper Marketing - May 2016 - 97
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Shopper Marketing - May 2016 - 99
Shopper Marketing - May 2016 - 100
Shopper Marketing - May 2016 - 101
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Shopper Marketing - May 2016 - 142
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