Case Study: Real Simple at Walgreens
Case Study: Real Simple at Walgreens
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
Thank you.