Shopper Marketing - September 2016 - 82

PATH TO PURCHASE EXPO PREVIEW

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
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
Shopper Marketing - September 2016 - 52
Shopper Marketing - September 2016 - 53
Shopper Marketing - September 2016 - 54
Shopper Marketing - September 2016 - 55
Shopper Marketing - September 2016 - 56
Shopper Marketing - September 2016 - 57
Shopper Marketing - September 2016 - 58
Shopper Marketing - September 2016 - 59
Shopper Marketing - September 2016 - 60
Shopper Marketing - September 2016 - 61
Shopper Marketing - September 2016 - 62
Shopper Marketing - September 2016 - 63
Shopper Marketing - September 2016 - 64
Shopper Marketing - September 2016 - 65
Shopper Marketing - September 2016 - 66
Shopper Marketing - September 2016 - 67
Shopper Marketing - September 2016 - 68
Shopper Marketing - September 2016 - 69
Shopper Marketing - September 2016 - 70
Shopper Marketing - September 2016 - 71
Shopper Marketing - September 2016 - 72
Shopper Marketing - September 2016 - 73
Shopper Marketing - September 2016 - 74
Shopper Marketing - September 2016 - 75
Shopper Marketing - September 2016 - 76
Shopper Marketing - September 2016 - 77
Shopper Marketing - September 2016 - 78
Shopper Marketing - September 2016 - 79
Shopper Marketing - September 2016 - 80
Shopper Marketing - September 2016 - 81
Shopper Marketing - September 2016 - 82
Shopper Marketing - September 2016 - 83
Shopper Marketing - September 2016 - 84
Shopper Marketing - September 2016 - 85
Shopper Marketing - September 2016 - 86
Shopper Marketing - September 2016 - 87
Shopper Marketing - September 2016 - 88
Shopper Marketing - September 2016 - 89
Shopper Marketing - September 2016 - 90
Shopper Marketing - September 2016 - 91
Shopper Marketing - September 2016 - 92
Shopper Marketing - September 2016 - 93
Shopper Marketing - September 2016 - 94
Shopper Marketing - September 2016 - 95
Shopper Marketing - September 2016 - 96
Shopper Marketing - September 2016 - 97
Shopper Marketing - September 2016 - 98
Shopper Marketing - September 2016 - 99
Shopper Marketing - September 2016 - 100
Shopper Marketing - September 2016 - 101
Shopper Marketing - September 2016 - 102
Shopper Marketing - September 2016 - 103
Shopper Marketing - September 2016 - 104
Shopper Marketing - September 2016 - 105
Shopper Marketing - September 2016 - 106
Shopper Marketing - September 2016 - 107
Shopper Marketing - September 2016 - 108
Shopper Marketing - September 2016 - 109
Shopper Marketing - September 2016 - 110
Shopper Marketing - September 2016 - 111
Shopper Marketing - September 2016 - 112
Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
Shopper Marketing - September 2016 - 115
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
Shopper Marketing - September 2016 - 122
Shopper Marketing - September 2016 - 123
Shopper Marketing - September 2016 - 124
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
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
Shopper Marketing - September 2016 - 136
Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
Shopper Marketing - September 2016 - 141
Shopper Marketing - September 2016 - 142
Shopper Marketing - September 2016 - 143
Shopper Marketing - September 2016 - 144
Shopper Marketing - September 2016 - 145
Shopper Marketing - September 2016 - 146
Shopper Marketing - September 2016 - 147
Shopper Marketing - September 2016 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
Shopper Marketing - September 2016 - 152
Shopper Marketing - September 2016 - 153
Shopper Marketing - September 2016 - 154
Shopper Marketing - September 2016 - 155
Shopper Marketing - September 2016 - 156
Shopper Marketing - September 2016 - 157
Shopper Marketing - September 2016 - 158
Shopper Marketing - September 2016 - 159
Shopper Marketing - September 2016 - 160
Shopper Marketing - September 2016 - 161
Shopper Marketing - September 2016 - 162
Shopper Marketing - September 2016 - 163
Shopper Marketing - September 2016 - 164
Shopper Marketing - September 2016 - 165
Shopper Marketing - September 2016 - 166
Shopper Marketing - September 2016 - 167
Shopper Marketing - September 2016 - 168
Shopper Marketing - September 2016 - 169
Shopper Marketing - September 2016 - 170
Shopper Marketing - September 2016 - 171
Shopper Marketing - September 2016 - 172
Shopper Marketing - September 2016 - 173
Shopper Marketing - September 2016 - 174
Shopper Marketing - September 2016 - 175
Shopper Marketing - September 2016 - 176
Shopper Marketing - September 2016 - 177
Shopper Marketing - September 2016 - 178
Shopper Marketing - September 2016 - 179
Shopper Marketing - September 2016 - 180
Shopper Marketing - September 2016 - 181
Shopper Marketing - September 2016 - 182
Shopper Marketing - September 2016 - 183
Shopper Marketing - September 2016 - 184
Shopper Marketing - September 2016 - 185
Shopper Marketing - September 2016 - 186
Shopper Marketing - September 2016 - 187
Shopper Marketing - September 2016 - 188
Shopper Marketing - September 2016 - 189
Shopper Marketing - September 2016 - 190
Shopper Marketing - September 2016 - 191
Shopper Marketing - September 2016 - 192
Shopper Marketing - September 2016 - 193
Shopper Marketing - September 2016 - 194
Shopper Marketing - September 2016 - 195
Shopper Marketing - September 2016 - 196
Shopper Marketing - September 2016 - 197
Shopper Marketing - September 2016 - 198
Shopper Marketing - September 2016 - 199
Shopper Marketing - September 2016 - 200
Shopper Marketing - September 2016 - 201
Shopper Marketing - September 2016 - 202
Shopper Marketing - September 2016 - 203
Shopper Marketing - September 2016 - 204
Shopper Marketing - September 2016 - 205
Shopper Marketing - September 2016 - 206
Shopper Marketing - September 2016 - 207
Shopper Marketing - September 2016 - 208
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
https://www.nxtbook.com/nxtbooks/ptp/sm_201408
https://www.nxtbook.com/nxtbooks/ptp/sm_201407
https://www.nxtbook.com/nxtbooks/ptp/sm_201406
https://www.nxtbook.com/nxtbooks/ptp/sm_201405
https://www.nxtbook.com/nxtbooks/ptp/sm_201404
https://www.nxtbook.com/nxtbooks/ptp/sm_201403
https://www.nxtbook.com/nxtbooks/ptp/sm_201402
https://www.nxtbook.com/nxtbooks/ptp/sm_201401
https://www.nxtbook.com/nxtbooks/ptp/sm_201312
https://www.nxtbook.com/nxtbooks/ptp/sm_201311
https://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
https://www.nxtbook.com/nxtbooks/ptp/sm_201310
https://www.nxtbook.com/nxtbooks/ptp/sm_201309
https://www.nxtbook.com/nxtbooks/ptp/sm_201308
https://www.nxtbook.com/nxtbooks/ptp/sm_201307
https://www.nxtbookmedia.com