OmniShopper Award Winner: Digital: Retail Media Activation

One campaign won an OmniShopper Award in the Digital: Retail Media Activation category.
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Campaign: Build Your Own First Aid Kit
Entrant: Johnson & Johnson
Brand: Band-Aid
Retailer: Target

Summary: Build Your Own First Aid Kit (BYOFAK) is an ongoing Target-exclusive program from Johnson & Johnson’s Band-Aid brand. In 2020, BYOFAK met the massive shopper shift to digital with an omnichannel campaign, developed by Roundel, whose mission was to build baskets while bringing style to the first-aid aisle at Target stores.

Based on the shopper insight that parents “want to feel prepared for anything,” Target and Band-Aid offered a personalized, fashion-forward first aid bag free with the purchase of three participating Johnson & Johnson (J&J) items. A 20-plus week endcap was stocked with participating first aid items and two uniquely designed bag options found only at Target. The free bag offer was communicated to shoppers on the header card, shelf trays and bag tags, based on research that suggests shoppers look to all these places for information.

To drive digital traffic and conversions, Roundel conducted an online campaign across mobile and desktop. Messaging was split between a promotional call to action and insight-based preparation, personalized to first aid occasions consistent with pandemic behaviors. Static banners, stop-motion video and social video were integrated across touchpoints with lifestyle photography enhancing the occasion message (a family cooking, camping, etc.). Pinterest video and carousel ads were used to engage prospective shoppers in the upper funnel, while Snapchat helped create awareness among younger Millennial and Gen Z parents.

BYOFAK increased Target’s share in first aid by 75 basis points during a three-month period last summer, and sales were up 17.7% versus the previous year. J&J’s basket size and share of wallet increased substantially. BYOFAK buyers spent more than double on first-aid products as compared with general buyers in the category, and 60% of those dollars were spent at Target, versus 13% for all first-aid buyers.