Activation Gallery: Shoppable Media

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05/04/2021

Having watched activity increase over the last year (and even further back), Institute editors put the spotlight on “shoppable media” for this month’s gallery. Going beyond the retailer-driven media promotions on which our industry has been focused, shoppable media encompasses digital ads and promotional messaging outside of retailer websites and other assets. These ads may appear on third-party consumer websites or apps or in emails, social media posts or the websites of brands. Their defining characteristic is a mechanism (“where to buy” or “available at ...”) that directly links viewers to a method of product purchase. Many more shoppable media activations, as well as numerous retail media activations, are showcased in the image vault at P2PI.org.

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Sanofi’s Allegra ran a digital banner ad on consumer websites (pictured: historical movie review site RogerEbert.com) in February promoting its “non-drowsy” allergy relief as “unlike” rival Zyrtec (Johnson & Johnson). A “Buy Now” button linked to Allegra.com, where a clicker from Norwalk, Connecticut, was first greeted by additional product information but then given “Where to Buy” options (through brand commerce platform PriceSpider) from Walmart, CVS, Target and Walgreens.

 

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L’Oreal USA sent emails to L’Oreal Paris News subscribers promoting the new Elvive Total Repair 5 product and its availability at Walgreens. “Shop now” links directed consumers to the e-commerce section of Walgreens.com for purchase.

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Utz Snacks tapped into March 14’s designation as “National Potato Day” with an email offering free shipping on all orders placed on UtzSnacks.com, a direct-to-consumer website selling the company’s products in bulk packages (like a 60-count “Variety Box” of 1-ounce bags).

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Procter & Gamble’s Head & Shoulders in early March used a sponsored Instagram post to tout the fact that the brand is “clinically proven” to deliver “Up to 100% Dandruff Protection” (while failing to mention the lower level of that range). A “Shop Now” button linked to a landing page (operated by e-commerce enabler MikMak) that invited viewers to “check out” via Target, Kroger, Walgreens or H-E-B.

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Kellogg Co. promoted the availability of its Joy Bol granola smoothie bowls at Walmart with a Feb. 10 email blast to registered Kellogg’s Family Rewards members. The email linked directly to an e-commerce product page for a chocolate hazelnut with chia variety, dangled a coupon delivering $1 off the purchase of any two SKUs, and provided instructions for “how to enjoy” the new type of snack.

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When Unilever’s Suave launched what it calls a “style ready” hair care line exclusively at Walmart earlier this year, the supporting marketing campaign included social media updates from the brand. Some linked to a dedicated Suave Pink showcase within Walmart.com, while others offered tap-to-shop functionality for individual SKUs.

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Shell’s Rotella ran a display ad directing consumers to “buy now” at Amazon. Spotted on BestOfSenior.com, the ad touted the product as “the engine oil that works as hard as you do” and linked to an Amazon.com brand shop presenting “add to cart” buttons for a number of Shell Rotella formulas.

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Bayer spotlighted several OTC brands delivering “fast, powerful cold relief” in a display ad directing consumers to “shop now” via Amazon Fresh. Spotted on StarTribune.com as well as an arts and crafts blog, the ad linked to an Amazon Fresh shop presenting a slew of the manufacturer’s products for cold, cough and flu, and beyond.

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Procter & Gamble deployed a sponsored Instagram story to herald the availability of 9 Elements liquid dish soap at Walmart. The ad touted the new product as “plant based” and “vinegar powered” and leveraged the platform’s “swipe up” functionality to link directly to a Walmart pickup & delivery product page.

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Procter & Gamble’s Olay is using a sponsored Facebook update to tout the availability of a new “Brightening + Vitamin C” collection at Target. The ad directed shoppers to Target.com.

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Johnson & Johnson in February used a sponsored Facebook update to direct consumers to an e-commerce page for Listerine on Kroger.com. The update highlighted the brand’s ability to kill millions of germs that brushing misses and encouraged Kroger shoppers to “finish strong” with Listerine mouthwash.

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Coca-Cola Co. activated its official sponsorship of ESPN College Football by presenting a turkey chili recipe in a display ad giving Walmart an “available at” mention. Spotted on Shliza.com, the ad sent consumers to a Walmart.com brand showcase offering several game dish recipes and purchase options for a variety of Coca-Cola SKUs.

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Anheuser-Busch promoted its Michelob Ultra organic seltzer (launched March 1) on Pinterest with sponsored pins spotlighting an alcoholic “Peach on the Beach” recipe. With a click on the ad, a swipe-up functionality directed users to dedicated “peach on the beach” search results within Albertsons Companies’ Jewel-Osco website without exiting the Pinterest platform.

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Nestle Purina Petcare ran ads, powered by LiveIntent, in Adweek’s weekly newsletter linking to a web page within Sam’s Club’s website listing multiple SKUs from the pet brand. The ad invited shoppers to “discover pet-approved favorites in-club” above a “Flavor that’s totally wow!” message.

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Scotts Miracle-Gro used a sponsored Instagram update to spotlight Scotts Turf Builder lawn care items and promise Home Depot shoppers up to 25% off select SKUs. The ad included a “shop now” link directing shoppers to a page within HomeDepot.com that listed eligible items.

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PepsiCo’s Quaker ran a mobile display ad touting instant oatmeal value packs and to-go cups at Walmart.com. Spotted on a recipe blog, the ad plugged the products’ “simple ingredients” and contained an “add all 3 to cart” button.

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