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Case Study: Real Simple at Walgreens

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<strong>Case</strong> <strong>Study</strong>: <strong>Real</strong> <strong>Simple</strong> <strong>at</strong> <strong>Walgreens</strong><br />

360 exposure and engagement with magazine brand <strong>at</strong> retail


Program Overview: Easy Everyday Solutions for<br />

Spring – Feb ’08 Execution<br />

• <strong>Real</strong> <strong>Simple</strong> and <strong>Walgreens</strong> partnered on a full<br />

blown promotion<br />

• Provided consumers special offers on several<br />

brands for spring<br />

• Drove consumers in store via multiple targeted<br />

vehicles and encouraged cross-c<strong>at</strong>egory shopping<br />

• Achieved growth in newsstand sales and<br />

leveraged incremental ad paging through 5 ad<br />

partners:<br />

– ALMAY, M&Ms, NEXXUS, OLAY and REVLON


Multiple touch points built into program<br />

elements<br />

Display<br />

In-Store<br />

Radio<br />

In-book<br />

POS Signage<br />

<strong>Real</strong> <strong>Simple</strong><br />

&<br />

<strong>Walgreens</strong><br />

Program<br />

GWP Offer<br />

Content<br />

In-Store Demo<br />

Mobile


Subscriber Advertorial: Buy any two<br />

particip<strong>at</strong>ing products to receive GWP


Newsstand Advertorial: Buy any one particip<strong>at</strong>ing<br />

product and <strong>Real</strong> <strong>Simple</strong> to receive GWP


GWPs: Subscriber Tote Bag and Newsstand<br />

Notepad


In-store Display: Sidekick in-aisle fe<strong>at</strong>uring<br />

particip<strong>at</strong>ing products <strong>at</strong> shelf


Shelf talker signage displayed in mainline


Beauty Advisor Program – <strong>Real</strong> <strong>Simple</strong> content<br />

in store


Mobile Marketing: Additional content provided<br />

through Digital Booklet<br />

• Custom digital booklet cre<strong>at</strong>ed to highlight<br />

editorial content based on <strong>Simple</strong><br />

Solutions for Spring theme.<br />

• <strong>Walgreens</strong> is part of the consumer’s<br />

everyday solution, through the various<br />

product lines th<strong>at</strong> help simplify their lives.<br />

• Offer for $1 off <strong>Real</strong> <strong>Simple</strong> April issue


Demo and Sampling events: Brand Interaction<br />

and brought program to life in-store<br />

• 50 demo/sampling events ran to communic<strong>at</strong>e the <strong>Real</strong> <strong>Simple</strong><br />

Spring Solutions using ad partner products<br />

• Ambassadors distributed tip cards communic<strong>at</strong>ing Spring<br />

Solutions tips<br />

• 2 demos per day (1 per store) th<strong>at</strong> ran for 3-hour increments.


Demo Event Take-One: Focused on tips using<br />

partner products


Success Story: Magazine and advertiser<br />

products saw significant sales lifts<br />

• <strong>Real</strong> <strong>Simple</strong> magazine - 28% sales lift<br />

• All partner promoted items - 66,676 unit increase


<strong>Case</strong> <strong>Study</strong> Success<br />

• Based on program success, multiple brands<br />

have executed similar programs across<br />

retailer form<strong>at</strong>s<br />

–Drug<br />

– Mass Merchant<br />

– Grocery


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