Effie Worldwide

SME Retailer: Loyalty, Awareness, Sales, Trial

If your marketing efforts are not effective in one of these areas, your product or brand won't last in the marketplace. The spotlight here will shine on those campaigns that had one or more of these objectives as the driver for the effort.

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"Every Day is Different" Regimen-Driving Platform

During her period, the college female shopper didn't understand that her tampon and pad leaks were most often caused by not varying her products' absorbency as her flow varied. We set out to change that. Our objectives were to grow sales by at least 1 point for Tampax and Always at Walmart and to reverse the share loss trend of both brands. We achieved these goals during the 8-week event (sales growth- 1.1 points and +2% upward sales trend) - all by showing the shopper that "Every Day Is Different".

  • Brand: Always and Tampax
  • Client: Procter & Gamble
  • Agency: Saatchi & Saatchi X
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Swiffer Project Jack Co-Marketing Campaign

Swiffer enjoyed high awareness, but serious cleaners ignored it; they didn't see Swiffer as better than their reliable mops, brooms and dusters. Procter & Gamble challenged us to reinvent the shopping experience for Swiffer at Walmart to help convert these skeptics. "Project Jack" took Swiffer "out of the box" and displayed it fully assembled. Those who never considered Swiffer before were able to see and feel the quality and cleaning power. Walmart shopper insights helped craft a holistic path-to-purchase launch that drove unprecedented sales lift for Swiffer at Walmart.

  • Brand: Swiffer
  • Client: Procter & Gamble
  • Agency: Saatchi & Saatchi X
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