Effie Case Study: Walgreens Healthy Home Solutions

Walgreens carries more than 500 popular products to take care of the home. But Procter & Gamble learned from Walgreens proprietary data that many of its shoppers at the drug chain tend to focus on health purchases and some didn’t even know Walgreens carried its home essentials.In a way, P&G and Walgreens wanted to express that caring for the house is another way of being “healthy.” The two collaborated on a rotating seasonal program called the “Walgreens Healthy Home Solutions” that put P&G’s products together and out in front of shoppers who haven’t been thinking of its home-care needs.The target group was Millennial moms who are busy and make many fill-in trips, often not using a basket but just her hands to carry a few healthy items for herself. Leveraging this healthy mindset, the platform greeted this shopper three different times:The first was around getting sleep when the clocks change in March. It promoted Tide “Sweet Dreams” and ZzzQuil.The second was spring cleaning in April. It called out Dawn dish liquid and the Swiffer duster, among other products.The third was the allergy season in May. It highlighted Puffs Plus Lotion tissues and Febreze allergy reducer spray.The activations were supported by three in-episode integrations of the home improvement TV show “Home Made Simple” where families in the show actually shopped products from endcaps in Walgreens. Other pre-shop activity included email blasts, a circular, Facebook and Twitter. The digital efforts promoted the in-store effort as well as the TV show. The in-store displays called out the TV show and rotated signage for the three seasonal themes.In the end, Walgreens saw an overall bump in its household needs category and P&G exceeded its sales objective. More importantly, the effort put P&G and its household needs in front of a shopper who wasn’t thinking about them and the program helped to make them more memorable going forward.

P2PI MEMBERS

JOIN P2PI

You May Also Like

P&G, Meijer Get 'Ready' for NFL Draft

P&G Promotes Sustainability at Target