Shopper Marketing - June 2017 - 107

PROGRAM
Quilted Northern
MANUFACTURER
Georgia-Pacific
LEAD AGENCY
Droga5
AWARDS
Single-Retailer Program: Other
(Gold); Seasonal/Event (Gold)
shoppers engaging with their smartphones
to buy toilet paper and tied into Snapchat
geo-filters. The Seattle location was outside
an Amazon Building in the South Lake Union
neighborhood, while the New York location
was in Midtown Manhattan.
Additionally, a 360-degree online tour of the
pop-up store was housed on Facebook.
"It was the first large-scale, manufacturer-led
event on Amazon for the paper category," Oli
says. "The omnichannel approach, especially
leveraging emerging platforms and technology, along with the overall concerted effort to
drive awareness of online subscriptions, made
it unique."
In all, the campaign saw 22 million earned
impressions across the social pages - twice
its expectations, according to Oli. The video

received 1.6 million views, and Quilted Northern traffic to Amazon was 70% higher than its
monthly average as overall traffic spiked by
200% versus a year earlier.
The sales lift amounted to two months
worth of volume in a single day, she says, making up a 6,000% lift and a half-million rolls of
toilet paper. "Quilted Northern continues to
grow and innovate as a brand," Oli says. "With
paper penetration online just at 3-4%, there
is still a lot of opportunity to drive category
growth for e-commerce."
Georgia-Pacific worked with its agency partners Droga5, New York; Zenith Optimedia,
New York; and Performics, Chicago; as well as
SM
Amazon Media Group.
JUNE 2017 SHOPPER MARKETING y

107



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
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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 - 26
Shopper Marketing - June 2017 - 27
Shopper Marketing - June 2017 - 28
Shopper Marketing - June 2017 - 29
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