Effie Worldwide

Awareness, Trial, and Conversion

For efforts that used shopper insights to increase awareness and trial to lead to conversion for their established product/brands.

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Comparame

Mundialmente Chevrolet se caracteriza por su tecnología y eficiencia, pero paradójicamente en CR tenía muy baja consideración de compra por ser percibida como una marca “gastona" y anticuada. Para revertir esta situación utilizamos un “call to action” como mensaje de campaña. “Comparame”. Nos daba el ingrediente que faltaba para ganar consideración de compra y, con clientes potenciales más informados, nos distanciamos de los mitos de consumo y tecnología. La campaña se lanzó en Expomovil, el escenario perfecto para comparar. Como resultado las ventas versus el año anterior en la época de dicho evento aumentaron en un 51.49% y un 48.3% con respecto al primer semestre del año anterior, estableciendo un récord a nivel regional.

  • Brand: Chevrolet
  • Client: Chevrolet
  • Agency: Interaction
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Walgreens "Do Deo Better"

Unilever grew a typically low engagement deodorant category at Walgreens by turning confused deodorant users into re-engaged, educated shoppers elevating the benefits of Unilever products in the process.  We did this by creating a needs-based segmentation that resulted in a first-ever color-coded way-finding system, allowing shoppers to be prompted, guided, advised and inspired across the entire path to purchase.  Armed with information, inspired shoppers helped grow the category by 10.24%, outpacing growth in all other channels.

  • Brand: Axe, Dove Men+Care, Degree for Men, Degree for Women, Dove female.
  • Client: Unilever
  • Agency: Team Unilever Shopper
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Go Commando

How does the #5 toilet paper brand come from behind to claim the category’s raison d’être: getting you clean? The Cottonelle brand’s unique texture “removes more,” but shoppers thought their current toilet paper got them clean enough – and didn’t want to hear otherwise. So Cottonelle challenged people’s confidence in clean by asking, “Are you clean enough to go commando?” By changing how shoppers choose their toilet paper, Cottonelle surpassed its full-year brand equity goal in six months, boosted share by 7.3%, and leapfrogged a competitor to become the #4 brand.

  • Brand: Cottonelle
  • Client: Kimberly-Clark Corp.
  • Agency: Geometry Global
2018_sme_2018_e-323-024_hero_1 TRISCUIT Crackers Kroger Triscuit: A Slice, A Dollop, A Sprinkle
2017_sme_2017_e-62-229_hero_1 belVita Win Your Morning
2017_sme_2017_e-108-486_hero_1 Sara Lee Artesano Making the Routine, Remarkable
KEYWORD
ADVANCED SEARCH ▼

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To browse winners in this category from previous years