Shopper Marketing - June 2017 - 73

This joined PR-like highlights on "The Today
Show" and "Good Morning America," posts
on mom blogs and mom forums, and writeups online with PopSugar, Essential Baby and
Good Housekeeping, which directed traffic to
the brand's website. The buzz helped score
a Google search trend for the term "Adult
Stroller" that saw 40% more searches than
"Contours Strollers."
In all, Contours saw a 26-point increase in
"share of shoppers talking about the product," a 225% increase in website traffic, nearly
480 million total impressions across all activity, and a 15% lift in sales per store per week
vs. the previous year.
Contours intercepted parents in stores to
film parents testing out the massive stroller
and shared that over paid content on Facebook, Twitter, the Periscope video app from
Twitter and YouTube because it learned how
important pre-shop was to the stroller category. According to the company, nearly 40%
of stroller shoppers perform online research
before visiting a store. In addition, new parents trust their own network more with parents being five times more likely to use Facebook for recommendations than parenting
websites.

PROGRAM
The Baby Stroller TestRide by Contours
MANUFACTURER
Kolcraft
LEAD AGENCY
FCB/RED
AWARD
David vs. Goliath (Gold)

There are more than 16 million parents of
infants in the U.S., and the BuyBuy Baby store
covets this market, knowing they also visit
two to three mass or specialty stores to buy
a stroller. Contours made a huge impact for a
smaller retailer. They only had enough budget for that, coupled with a small pre-store
social budget.
The campaign gave anxious parents a
chance to see for themselves how comfortable the stroller would be for their babies.
JUNE 2017 SHOPPER MARKETING y

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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
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