Marketer: SC Johnson
Effie Commerce & Shopper Category: Brand Experience (Winner)
SC Johnson needed a program to help establish a competitive advantage for Windex in a commoditized, declining category. The company’s challenge was to effectively reach Millennials in an environment marked by competitors trying to do the same.
The brand created a program based on research showing that one in three Millennials believe in their own ability to make a big impact, look to brands to help them do so, and act when they feel a personal connection to a cause.
To connect with these sustainability-minded consumers, Windex developed the first plastic bottle made of 100% recycled, ocean-bound plastic from a major cleaning brand for its Windex with Vinegar product.
To promote the innovation, Windex looked for unexpected partners to engage with shoppers using the mission-oriented theme, “A Small Step to Help Seas Sparkle.”
A partnership with Bloomingdale’s showcased the ocean-bound plastic bottles as part of the department store chain’s “Good for the Globe” Carousel popup experience, which features two 35-foot-wide video displays in the chain’s New York, San Francisco and Los Angeles stores.
In Bloomingdale’s’ iconic New York location, Windex also created a custom aquarium filled with recycled plastic sea creatures in a display window. Actress and environmentalist Malin Akerman additionally made an appearance and talked about it on her social channels. Windex also created a personalized experience in-store with custom bottles depicting the beaches shoppers most wanted to save, and custom Bloomingdale’s shopping bags made of recycled plastic. The event was promoted through digital and social channels and by six influencers.
Unique brand experiences at more traditional Windex retailers included an Earth Day effort at Kroger giving away a reusable tote with purchase; programs at Meijer and Target featuring custom brand pages, digital banners, social content, a digital FSI and in-store displays; and promotions at Walmart and Dollar General using interactive signage with QR codes directing shoppers to learn more about SC Johnson’s sustainability efforts. The program effectively engaged shoppers in the brand’s mission to help seas sparkle and was judged a success by metrics that included sales growth, distribution gains and key retailer opportunities.