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.
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