Shopper Marketing - September 2016 - 22


PROGRAMS

she cares about, but do it in a way that's right
for the time of year," Smith says.
According to Susan Dewhirst, PR and goodness programs manager for Tom's of Maine,
one reason this values-based approach to
shopper marketing resonates with the Tom's
shopper is because she's really busy. "We're
helping make it easier for her to align her values with her shopping," Dewhirst says.
While the "Green Your School" fund will
contribute to many projects, teachers submit
projects through DonorsChoose.org and a
panel of judges select the most innovative
entries from around the country. From July
through October, these 10 projects are being
submitted to a public vote, with the winners
being announced in November. The top entries will receive the most project funding,
with the first-place project receiving $25,000.
The campaign has a promotional site,
GreenSchoolFund.com, and is supported by
Tom's of Maine Facebook, Instagram and Pinterest activity. The program is also being promoted through Tom's of Maine's Goodness
Circle blog, other blogging activity, and the
brand's network of more than 6,000 Natural
Care Brigade recycling leaders nationwide.
In-store activity includes displays, shelf signage and, in some cases, digital support using Catalina. Every display the brand ships
out from July through September will feature
"Green Your School" messaging. Retailer-specific activity includes a TerraCycle backpack
giveaway at Sprouts; a TerraCycle backpack
giveaway, blogger activity, endcap and shelf
signage at Whole Foods; an endcap featuring "Green Your School" messaging and oral
care and deodorant products together at
22

y SHOPPER MARKETING SEPTEMBER 2016

Walgreens; and an endcap and special offer
through Catalina at Hannaford.
Tom's of Maine will define the program's
success based on share growth on toothpaste,
category growth during the promotion period
and metrics relating to both earned media and
social engagement. "We hope that we're able
to break through to the consumer in a way that
isn't your typical back-to-school promotion
by being true to who we are," Dewhirst says.
"By doing it in this values-driven way, as our
founder would say, values drives value."
Partners for the campaign include shopper
agency The Mars Agency, Southfield, Michigan; earned media agency Cohn & Wolfe,
New York City; and Red Fuse Communications, Kansas City, Missouri, which created the
SM
website.

BRAND: Tom's of Maine
KEY INSIGHTS: The brand needed a
way to stand out to environmentally
conscious moms during a cluttered
back-to-school timeframe that's even
more competitive this year because of
Olympics-related promotions.
ACTIVATION: Tom's of Maine partnered
with DonorsChoose.org for a back-toschool campaign that will donate $1 million to various projects that make individual schools nationwide more sustainable.
The campaign included account-specific
activity in stores, a dedicated microsite
and support via Tom's of Maine's social
media channels.


http://www.DonorsChoose.org http://www.GreenSchoolFund.com http://www.DonorsChoose.org

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

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
Shopper Marketing - September 2016 - 48
Shopper Marketing - September 2016 - 49
Shopper Marketing - September 2016 - 50
Shopper Marketing - September 2016 - 51
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Shopper Marketing - September 2016 - 53
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Shopper Marketing - September 2016 - 55
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Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
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Shopper Marketing - September 2016 - 123
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Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
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