Shopper Marketing - June 2017 - 99

about school and more about where their
dollars could help, but the promotion gave
Walgreens a much needed boost during the
period.
Unilever and Walgreens worked with the
social organization Me to We on the campaign that donated gallons of water based
on purchases. Displays carried messaging
that urged shoppers to buy more products
because the more a shopper buys the more
clean water gets donated. For example, one
purchase equals a donation of five gallons
but two or more products scores a donation
of 15 gallons. A range of in-store displays and
signage worked with pre-shop tactics such as
a custom website and digital media on Walgreens.com, email blasts, video and photo
social posts on Walgreens pages, paid search,
magazine print ads, circular ads, targeted mobile media and PR.
"Give H20PE to Others" helped Walgreens
go from seeing 72% of category shoppers
ignoring personal care products at the drug
chain during back-to-school to generating a
50% incremental dollar sales lift during the
season, an increase of 10% compared to a
year ago. During the promotional period, Walgreens saw a 16% bump in store traffic and

PROGRAM
Walgreens Give H20PE
to Others
MANUFACTURER
Unilever
LEAD AGENCIES
Team Unilever Shopper;
Geometry Global
AWARD
Seasonal Event (Bronze)

added incremental dollar sales per basket.
Interestingly, Walgreens, not really a backto-school retailer, won the season by distracting shoppers with a good cause. The program
spread awareness of the global water crisis
and helped make a difference. Shoppers felt
rewarded by helping out.
JUNE 2017 SHOPPER MARKETING y

99


http://www.walgreens.com http://www.walgreens.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
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