Shopper Marketing - September 2016 - 82

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sionate about your business and
driving results is also essential."
From the beginning of the Red
Nose Day campaign, Walgreens,
Coca-Cola and Comic Relief have
partnered. "We were equal players in creating something that
was designed to do good in the
world, do good for our people
and do good for our respective businesses," says Pollard.
Agencies were also brought in
to provide support with design,
shopper marketing, research
and activation for the nine-week
campaign.
The key insight for the program
was that shoppers respect brands
and retailers that are trying to do
something good for the world. "We were able
to profile these shoppers, cross reference them
to Walgreens shoppers and beverage drinkers,
and identify when, where and why they would
respond to giving back through Red Nose Day,"
says Pollard.
The campaign provided shoppers a fun and
easy way to support a good cause - and it
could be done during one's regular shopping
trip. Social media has increased the promotion's reach via #RedNose challenges, such as
share your four-legged friend's red nose look
or share your red nose landmark photo. Challenge videos were shared weekly as part of
Walgreens "50 States, 50 Stories" series. Videos
82

\ SHOPPER MARKETING SEPTEMBER 2016

highlighted both people supporting the cause
and those benefitting.
The emotional appeal to shoppers led to
increased positive brand sentiment for Walgreens and Coca-Cola. "Walgreens was named
No. 7 on YouGov's Mid-Year BrandIndex, making it the only retailer in the top seven," says Alkemade. "We were also up 10% in a key brand
KPI: 'supports causes I believe in.'"
With Red Nose Day as just one example, during the keynote the two executives will share
easy-to-implement principles and best practices that attendees can use to develop their own
successful integrated marketing campaigns
that drive shopper impact and business results.



http://walgreens.com/rednoseday

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
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