Commerce & Shopper: Single-Retailer Program- Mass Merchants

For campaigns that ran with a tailored, retailer-specific idea and excecuted that idea at a single retail mass merchant chain.

2024 BRONZE

"Celebrate Caregivers"

Amid rampant inflation, Walmart’s budget-conscious, self-sacrificing caregivers were bypassing premium-priced Voltaren for their own arthritis relief, despite the brand’s acknowledged efficacy. “Celebrate Caregivers” reversed the brand’s precipitous -15% decline in buyers by elevating the caregiving role from “just doing what needs to be done” to one worthy of acclaim and rewards, giving caregivers the self-permission they needed to prioritize their own wellness and “get moving again.” Voltaren buyers rose +11% vs. same period a year ago and unit sales +8%, boosting brand dollar sales +18% and fueling +3% category growth.

Brand: Voltaren
Client: Haleon
Agency: VMLY&R Commerce
Language: English

2024 BRONZE

Target Lucky's Charmology

In order to right size a declining category, Lucky Charms sought to bring back relevancy by tapping into Gen Z and Millennials on-the-go morning routines and love for astrology. Target partnered with Lucky Charms to create a first-of-its-kind mobile experience where Guests could scan their bowl to reveal a daily fortune and unlock savings. Guests could also tune into live streams for personal readings from astrological influencers. And to wrap it up, results for this program were stellar – increasing buyers, trips, and dollars sales, even slowing category decline.

Brand: Lucky Charms
Client: General Mills
Agency: VMLY&R Commerce
Language: English

2024 BRONZE

Camp Founders Girls – Strong Girls, Strong Hair

When multicultural shoppers can't find products designed for their hair, it can feel like a betrayal of their beauty. Despite efforts to build bridges with Black shoppers, Walmart was still not seen as a destination for textured hair care.  P&G’s textured haircare brands needed to increase visibility and authentic representation. By partnering with Camp Founder Girls to amplify their story of empowering girls’ self-expression through digital, on-site, and in-store tactics, My Black is Beautiful brand saw earned increased shopper trust, and ultimately a 576% increase in brand sales IYA.

Brand: My Black is Beautiful
Client: Procter & Gamble
Agency: Saatchi & Saatchi X
Language: English

FINALISTS

Unilever Beauty & Personal Care Portfolio Target Gender Inclusive

Coca-Cola A Taste of Space – Coca-Cola Creations Starlight

Secret Secret #Watchme