Shopper Marketing - June 2017 - 106

SHOPPER MARKETING EFFIE AWARD WINNERS

SHOPPER MARKETING
EFFIE AWARD WINNERS

Quilted Northern
Continued from Page 2

shopping. "We were really looking to drive
home the value and convenience of subscribing to Quilted Northern on Amazon, eliminating the hassle of lugging a bulky pack around
the store."
Amazon's auto-replenishment tool is called
"Subscribe And Save." Users schedule a monthly delivery or longer (like six months) of everyday items and earn extra savings when subscribing to five or more products. Products

from such brands as Tide, Colgate and Quilted
Northern are eligible, and the shipping is free.
To encourage Quilted Northern loyalists to
use the system, the "National Toilet Paper Day"
106

y SHOPPER MARKETING JUNE 2017

campaign had a self-deprecating
tone. A quirky video ran on YouTube, Facebook and Amazon joking about the holiday, even nodding toward a more important
day sharing the same day: National Women's Equality Day. The
ad touted a 45% off order of toilet
paper on Amazon and called out
the replenishment service. The
ads worked alongside targeted display media
through the Amazon Advertising Platform that
included a mobile Amazon.com homepage
takeover, paid search on Google,
Bing and Amazon, merchandising placements on Amazon.com,
email, integration with Amazon's
Alexa, integration with a Quilted
Northern Dash button, and a "Deal
of the Day" offer on Amazon.
Custom photos around the
campaign ran on all of Quilted
Northern's social pages, and the
Quilted Northern website got a
revamp that day to celebrate the holiday and
play the funny video. In addition to the digital
push, Georgia-Pacific rolled out small pop-up
shops in New York and Seattle that focused on


http://www.Amazon.com http://www.Amazon.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
Shopper Marketing - June 2017 - 14
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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
Shopper Marketing - June 2017 - 22
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Shopper Marketing - June 2017 - 24
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Shopper Marketing - June 2017 - 26
Shopper Marketing - June 2017 - 27
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