Shopper Marketing - June 2017 - 103

rely" on parental suggestions for treating allergies as well as cough, cold and flu. "College
Care Essentials" billed J&J and Walmart as the
facilitators between parents and kids for sniffle season, better preparing students for their
time away. The campaign had a warm tone,
and the lead messaging exclaimed: "Ditch the
Sick, Share the Care."
J&J teamed with Kimberly-Clark's Kleenex
and Clorox Co.'s namesake to be cross-category partners, boosting the overall budget
and awareness of the program. "College Care
Essentials" featured those brands' products
along with J&J's Tylenol, Zyrtec, Visine, Benadryl and Sudafed, and the campaign targeted
Walmart stores near universities as well as the
college campuses themselves. The campaign
reached parents and students with a twoprong approach, communicating to them
separately. For example, in the Walmart stores,
displays like endcaps and shelf talkers spoke to
newly arriving students and how to treat an
illness. Students were also targeted through
sampling in-store and digital display ads.
Parents meanwhile were hit with a targeted email blast, digital ads on Walmart.com,
advertorials in print magazines and native
text. Both parents and students were target-

PROGRAM
College Care Essentials
MANUFACTURER
Johnson & Johnson
LEAD AGENCY
Geometry Global
AWARD
Single-Retailer Program: Mass
Merchants (Bronze)

ed via a Walmart.com microsite, paid search
and flyers. On-campus, brand ambassadors
handed out flyers during key weekends that
parents were present. Door hanger signage
met students at their dorms, too; it included a
coupon and a sample of Kleenex tissues.
For the digital work, J&J geo-targeted areas with high pollen counts and flu cases to
reach students in high-risk locations in the
U.S. - in real time. All partners involved in the
promotion saw year-over-year sales increases.
Walmart, specifically, saw a bump by 12%.
JUNE 2017 SHOPPER MARKETING y

103


http://www.Walmart.com http://www.Walmart.com

Table of Contents for the Digital Edition of Shopper Marketing - June 2017

Contents
Shopper Marketing - June 2017 - Intro
Shopper Marketing - June 2017 - 1
Shopper Marketing - June 2017 - 2
Shopper Marketing - June 2017 - 3
Shopper Marketing - June 2017 - Contents
Shopper Marketing - June 2017 - 5
Shopper Marketing - June 2017 - 6
Shopper Marketing - June 2017 - 7
Shopper Marketing - June 2017 - 8
Shopper Marketing - June 2017 - 9
Shopper Marketing - June 2017 - 10
Shopper Marketing - June 2017 - 11
Shopper Marketing - June 2017 - 12
Shopper Marketing - June 2017 - 13
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Shopper Marketing - June 2017 - 15
Shopper Marketing - June 2017 - 16
Shopper Marketing - June 2017 - 17
Shopper Marketing - June 2017 - 18
Shopper Marketing - June 2017 - 19
Shopper Marketing - June 2017 - 20
Shopper Marketing - June 2017 - 21
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Shopper Marketing - June 2017 - 43
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