OmniShopper Award Winners: In-Store Marketing: Digital Activation
Two campaigns won OmniShopper Awards in the In-Store Marketing: Digital Activation category.
Campaign: Your One Stop Gift Shop-Cheers to the Naughty & Nice Entrant: Pernod Ricard Brands: Absolut, The Glenlivet 12, Jameson, Kahlua Jameson Black Barrel, Martell Blue Swift, Avion 44 Agency: The Marketing Arm
Summary: For the holiday season, Pernod Ricard wanted to appeal to shoppers who were new to the company’s portfolio of brands, which include Absolut, The Glenlivet 12, Jameson, Kahlua Jameson Black Barrel, Martell Blue Swift and Avion 44.
Working with The Marketing Arm, Pernod Ricard identified two main shopper profiles: the Holiday Host and the Premium Gift Giver. The latter group believes a gift is a reflection on them and wants to make an impact with what they’re giving. These shoppers also planned to buy more gifts and attend more holiday gatherings. Notably, 60% give gifts of beer, wine or spirits during the holidays and 57% seek recommendations on their purchases.
The centerpiece of the program was a Spirits Gift Guide quiz, which was hosted on a microsite and served as the digital consultant to help shoppers determine what spirit would best fit the person they would be purchasing for. This digital quiz engaged shoppers while they were on the hunt for what to buy, resulting in a personalized recommendation driving them to a store locator and online retailers. In stores, a one-stop-shop gift merchandising theme was featured in floor displays and paper point-of-sale assets that played off the “Naughty or Nice” elf theme.
The Pernod Ricard program drove sales and incremental spend with a 15.3% conversion rate. Participating brands saw add-to-cart rates of more than 20% at retailers like Total Wine & More and Spec’s, and received a 10% sales lift at Total Wine & More specifically. Overall, the Spirits Gift Guide had more than 100,000 total visits and in-store activations included approximately 45 platform displays and 75 Wow display pickups executed at Total Wine & More locations.
Campaign: Sanpellegrino Sam’s Club Virtual Bartender Entrant: The Mars Agency Brand: Sanpellegrino Italian sparkling mixers (BlueTriton Brands) Retailer: Sam’s Club
Summary: The Sam’s Club team at Nestle Waters (now BlueTriton Brands) came to The Mars Agency in May 2020 to help launch its new Sanpellegrino Mixers. The team was able to sell in the mixers to the 250 Sam’s Club locations that had liquor stores, but needed to drive sales and gain full distribution across the entire chain.
Creative challenges stemmed from the loss of in-club sampling during the pandemic, as well as Sam’s Club’s stricter clean-store policy prohibiting signage. In addition, the brand’s target audience of “CEO Moms” was experiencing COVID-19 message fatigue, so the aim was to bring a sense of normalcy — and a bit of fun — back into her daily routine.
Enter the Sam’s Club Virtual Bartender, a charming digital host inspired by Sanpellegrino’s partnership with Dante NYC, which provided exclusive access to the iconic Manhattan cafe’s drink recipes. Thanks to web-based augmented reality (WebAR) technology, members could scan an on-pack QR code to call up the Virtual Bartender in about five seconds, or recreate the experience on a dedicated brand page at SamsClub.com. Cocktail demonstrations featured a different “vibe” for each flavor in the variety pack, drawing inspiration from the recipes to determine the wardrobe, the bar set and even the music for each iteration.
In the first week of full distribution when all shopper tactics were live, the product sold 6,010 units — a 68% increase over the prior week. Nestle Waters gained full distribution for the item in all 600 Sam’s Club stores. Within the first two weeks, the Virtual Bartender experience attracted 2,286 active users, 8.5% of whom returned for another visit. The program concluded with a 68% video completion rate, 85,804 engagements and an average dwell time of 6 minutes, 50 seconds.