Shopper Marketing - July 2017 - 18
ried potential consumers out of rush-hour traffic and into stores. The mobile and Waze activation included a map and directions to the
nearest Walgreens store for quick pain relief.
"Everything about this program was fast,"
Carlson says. "In the first month, we reached
over 25 million shoppers on their mobile device across five key markets, resulting in both
category and Tylenol share growth at Walgreens. This success could not have happened
without our partnership with Walgreens and
creative support from our agency Upshot."
In stores, shoppers found Tylenol messaging at every turn, from displays in-aisle to endcaps to the pharmacy counter to checkout.
In 3,200 Walgreens stores, motion-activated
video units installed for the campaign featured
a 15-second video spot customized for the retailer. The video unit and off-shelf placement
remained for six months.
The spot also ran for 12 weeks on YouTube,
demonstrating how the laser-drilled gelcaps
release medicine quickly for fast relief. The
launch also was supported via Walgreens.com,
email blasts, the retailer's Facebook page, a
Google campaign, FSIs and paid search.
The campaign represented several firsts: the
first time Tylenol and Walgreens collaborated
on a program incorporating Waze and Aki, the
first time Tylenol used highly interactive video
at shelf, and the first time the brand created a
uniquely ownable message for Walgreens that
complemented broader Tylenol messaging for
the new product.
The program's success was measured largely on brand share and category growth, and
it exceeded expectations on these measures.
"The media approach was strategically tailored
y SHOPPER MARKETING JULY 2017
to our shoppers and capitalized on the convenience and speed of Walgreens," says Laurie
Blair, Walgreens marketing director. "To not
only have success for brand awareness and
growth, but also for the category, was a huge
win for us."
The rapid release gels differ from other Tylenol products mainly in its delivery mechanism,
so the partners were concerned about potential cannibalization with the launch. "We're not
seeing cannibalization at nearly the rate that
the brand team was anticipating," Carlson says.
"So we felt that was a win, too."
Other partners on the campaign included
J3 New York, which handled online video
programmatic media planning and buying;
Menasha, Neenah, Wisconsin, creator of the
in-store video unit; and International Paper,
Memphis, Tennessee, which produced the othSM
er in-store displays.
KEY INSIGHTS: Transitional pain sufferers - those who get headaches or other
pain episodes brought on by physical
triggers like working out or emotional
triggers like stress - want and need fast
ACTIVATION: Mobile activity (including
with the Waze traffic and navigation
app) was complemented by in-store
messaging. Motion-activated video
units at shelf played a 15-second spot
customized for the retailer.