Shopper Marketing - October 2016 - 19
family, they often use sensory methods like
squeezing, lifting and looking at the package to guess which is the better value," says
Kiriazes. "But the best way for consumers
to understand 'long lasting' is to personally
experience it and find out how far they can
keep on going with 1,000 sheets."
Partner agencies (all based in Chicago)
working on the program include: Geometry
Global (shopper marketing), VML (digital
and social marketing), Mindshare (online
advertising), Ketchum (PR and influencers)
and Trisect (video production).
Unable to share the campaign's budget,
Kiriazes says success will be measured by
household penetration. Scott pledged to
donate one roll of its bath tissue to locations
in need for every mile traveled in the road
trip and every use of the hashtags (up to
FOR POP DISPLAYS
BRINGING LIFE TO YOUR POP DISPLAYS.
KEY INSIGHT: Consumers have to
stand in the bath tissue aisle and guess
which one is the best value. To better understand which to choose, they
need to experience it.
ACTIVATION: K-C sent families popular on YouTube on a road trip across
the United States with only one roll of
Scott 1000 each. The families shared
their experience with the bath tissue.
Coupons and giveaways drive trial. The
program also includes retail events, radio remotes, social activity and in-store
HD MEDIA PLAYERS
HARNESSED LEDs MP3 PLAYERS
...AND MUCH MORE!
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