OmniShopper Award Winner: Digital Media Activation
One campaign won an OmniShopper Award in the Digital Marketing (Non-Retail Media) category.
Campaign: All Good Entrant: The Mars Agency Brand: All (Henkel) Retailers: Walmart, Target, Kroger, Albertsons
Summary: Once seen as a leading stain-fighting brand, Henkel’s All detergent was losing mindshare among retailers and consumers alike. Marketing in the laundry category was being driven by powerful new formulas, formats and fresh scents. Shoppers were increasingly shifting away from nostalgic brands like all toward those offering deep discounts and an innovative new look.
Henkel’s core insight that “Happiness is measured in moments, not loads” summed up its approach to target the 55% of moms who consider laundry a chore and want to get the job done with minimal fuss. For these moms, All’s trusted heritage as a stainlifter was the right choice to remove common kid stains from things like grass, mud and chocolate. The brand’s creative team produced colorful images and an upbeat message that celebrated the cleanup role that moms play and what matters to her most — her kids — with two simple words: “all good.”
The “all good” campaign included a national strategy and retailer-specific activations. Branded content on Pinterest and paid media inspired moms to embrace the task of cleaning up their kids’ messes with help from All. Similar advertising themes were deployed in shopper programs with Albertsons, Kroger, Walmart and Target, including engagement on the retailers’ ad platforms, paid search and in-store signage.
During the campaign, All’s dollar sales increased 15% overall versus the prior period, and rose 21% and 49% at key accounts Kroger and Walmart, respectively. Target experienced its biggest impact in online sales, posting 201% growth versus the prior year. In addition to sales growth, the campaign delivered a 40% increase in dollars per total distribution points on core Henkel items versus the prior year, per the company.