Effie Case Study: “Pampers Cruisers 360 Fit Omnichannel Launch at Walmart”
Marketer: Procter & Gamble
Agency: Saatchi & Saatchi X
Effie Commerce & Shopper Category: Omnichannel Shopper Solution (Winner)
Procter & Gamble had a built-in audience for its Pampers Cruisers 360 brand at Walmart, but it needed to convert moms who were buying diaper pants for their active babies elsewhere. Moms with young children are valuable to both Walmart and P&G, spending more per year on the manufacturer’s brands and buying its products on more of their trips than the retailer’s average shopper.
The Pampers Cruisers 360 omnichannel program at Walmart adapted P&G’s national “Born to be wild” creative while highlighting key product benefits, the 360-waistband visual and different ways to buy. In-store and out-of-home messaging drove traffic to a brand engagement page on Walmart.com that included a product demo video and a convenient carousel to purchase. Social influencers shared stories on Instagram about their babies moving in the diaper and dangled samples, which came in a custom box that highlighted omnichannel options to buy at Walmart with a $3 coupon.
In stores, a Pampers Cruisers 360 endcap showcased the diaper out of its packaging, and the display’s side panels included a QR code and the URL for Walmart.com/Cruisers360. P&G conducted nearly 2,000 demos in-store that boasted a custom mannequin so moms could touch and feel the diaper. Trial packs next to the demo in a custom standee allowed moms to try the diaper without the higher dollar investment, while a sticker sheet facilitated parent/child interaction and included a QR code/URL to link back to Walmart.com.
Finally, P&G launched a Pampers Playdate, a unique popup experience designed for babies 0-3 years old just a few minutes from the Walmart Home Office, where shoppers could try the product for free and play with their children. P&G custom-designed the experience, partnering with a local children’s museum and child psychologist to show how babies learn in their environment to help equip moms beyond this event. More than 2,000 people attended the event and pieces from the exhibit are now in a permanent area of the museum with more than 200,000 visitors per year.