Effie Case Study: Walgreens for a Healthy Home
Program: Walgreens for a Healthy Home
Manufacturer: Procter & Gamble
Lead Agency: Leo Burnett/Arc
Award: Single-Retailer Program: Drugstores (Bronze)
Walgreens tends to be skipped over as a stock-up destination for the Procter & Gamble home products that consumers rely on daily – including toilet paper and dish soap. P&G sees most of those purchases going to big box stores, but the manufacturer does see its shoppers turn to Walgreens for health products.
With that twist, P&G rolled out an omnichannel program that positioned Walgreens as the place for P&G shoppers to provide a “healthy home.” A P&G shopper yearns for convenience, yet she’s been inconveniencing herself by making multiple trips to big box stores that take longer to shop. By partnering with Walgreens, P&G pushed shoppers toward a more convenient stock-up choice, and leveraged digital and in-store merchandising to convince shoppers that they could find home essentials at the store they’re already shopping for health goods.
In-store displays such as a seasonal endcap with Bounty paper towels, Dawn dish soap, Tide Pods laundry detergent, Charmin toilet paper and others acted as a one-stop solution to “Restock Everyday Essentials,” as the messaging said. Additional messaging on the endcap touted the strength of the P&G brands. The creative tied in directly to digital display ads, mobile display ads, direct email to Walgreens shoppers and print ads.
The overall promotion connected shoppers through the targeted iMedia, endcaps and a partnership with Better Homes and Gardens magazine, which gave shoppers a free magazine with purchase of $25 in P&G everyday essential products. The program worked because it was a simple idea grounded in a strong understanding of the P&G and Walgreens shopper, according to the contest entrants.
Further evidence: P&G saw a whopping 147% sales bump, year over year, of its everyday products at Walgreens and saw that audiences who were exposed to the program materials were 6.4% more likely to purchase their home essentials at Walgreens.