Build a Better Basket
The Hershey Co. and the retail marketing agency TPN won a gold Effie Award for the Build a Better Basket at Dollar General campaign. According to the entry description: “Our challenge was to inspire Dollar General’s shopper to buy Hershey candies for Easter. She limits purchases to ‘must haves’ only, and candy is often considered off limits. We showed her how to celebrate the season, while staying on budget. Hershey’s virtual Easter basket-builder let her mix and match Hershey products with DG merchandise until she found the right mix for her budget. Hershey saw a 25% increase in sales and a 4% increase in seasonal share. Shoppers spent, on average, almost six minutes engaging with the brand online!”
College Care Essentials
Johnson & Johnson and Geometry Global won a bronze Effie Award for the College Care Essentials campaign. At a time when Johnson & Johnson’s upper respiratory line was facing distribution cuts at Walmart, the brand teamed with Kleenex and Clorox on a total care solution designed for college students. “This program saved the brand’s distribution at Walmart and exceeded expectations while helping J&J gain additional merchandising support across all Walmart stores,” according to the entry.
Dove’s #SpeakBeautiful campaign
Unilever, Team Unilever Shopper and Geometry Global won a gold Effie Award for the Dove #SpeakBeautiful at Target campaign, which was launched by Dove. The brand was troubled by the fact that 5 million young women sent out negative tweets about beauty and body image in 2014. According to the award entry: “To combat negative conversations, we brought this message, for the first time ever, into the tangible world of Target and onto devices where girls were doing most of the talking — their mobile phones. By creating a constant reminder to get her to #SpeakBeautiful whenever she touches her phone, we extended the social movement while driving cross-category purchase of Dove products.”
Feed a Childhood
MilkPEP and FCB/RED won a bronze Effie Award for “Feed a Childhood” along with contributing agency, Weber Shandwick. The campaign was centered on encouraging moms who shop at Hy-Vee to donate milk to families in need, while also reminding shoppers of how milk can fuel their kids’ potential. “By asking mom to ‘Feed A Childhood,’ we drove a sales lift in a category that’s been declining since 2010, and delivered over 50,000 gallons of milk to families who needed it the most,” according to the entry.
Walgreens Give H2Ope to Others
Unilever, Team Unilever Shopper and Geometry Global won a bronze Effie Award for “Walgreens Give H20PE to Others” for the Suave, Caress, TRESemmé and Axe brands.
In 2016, Unilever and Walgreens, in partnership with Me to We set out to change the fact that nearly 1 billion people don’t have access to clean drinking water. The campaign focused on letting Walgreens shoppers know that they could change lives with just one purchase.
“We drove awareness of the global water crisis and provided 13 million gallons of clean water to a community in Kenya. We drove 50% incremental dollar sales lift, and made purchases at Walgreens matter,” according to the entry.
ShopRite Mix-in Matchmaker
Saputo Dairy Foods and Partners + Napier won a silver Effie Award for the ShopRite Mix-in Matchmaker campaign. Friendship Dairies cottage cheese launched the shopper marketing program at ShopRite that encouraged healthy food shoppers to try new combinations of the cottage cheese with healthy foods. The result was a 12% increase in spending by health-focused shoppers. Brand sales grew 8.3%, with a 60% repeat rate by new customers. ShopRite was so pleased that it adopted its own version of the program, according to the entry.
Say Thank You with M
Mars Chocolate North America and Catapult Marketing with contributing agencies Collective Bias, Triad Retail Media and Elevation Group won a silver Effie Award for the Say Thank You With M campaign, which encouraged Walmart shoppers to buy M&Ms by donating a bag for each purchase made to U.S. troops. According to the entry, “Using shopper, brand and retailer insights, we created a fifth season for candy that saw $6 million in incremental sales, grew the category at Walmart by 2.4%. We also generated 13,000 letters to troops and donated 1.8 million pounds of chocolate."
Oreo Cookie Balls
Mondelēz International’s Oreo Cookies and Geometry Global won a silver Effie Award for the Oreo Cookie Balls campaign.
"During the Holidays, shoppers look for easy recipes that deliver the holiday ‘wow’ factor and help them avoid the recipe ‘fail’. So we created OREO Cookie Ball recipes — the reindeer, penguin, cute melting snowmen and a Target-exclusive gingerbread house — requiring three ingredients and a no-bake solution that will impress everyone,” according to the entry. “By focusing on three retailers, Target, Publix and Meijer, we drove incremental sales of OREO Cookies, grew the entire cookie category and even got OREO Cookie balls trending on Google."
National Toilet Paper Day
Georgia-Pacific and Droga5 won a gold Effie Award for National Toilet Paper Day for the Quilted Northern brand.
Quilted Northern, which faced a slow down in sales at brick-and-mortar locations, teamed with Amazon on a campaign that would help it increase toilet paper sales.
According to the entry, “A partnership around a one-day promotion proved powerful: we combined Quilted Northern's promise of ‘Designed to be Forgotten’ and Amazon’s Subscribe & Save feature (putting toilet paper shopping on autopilot) to create an activation around the year's most forgettable day: National Toilet Paper Day. The results were memorable: big sales, new audiences and a pipeline of loyal subscription customers.”
Try SomeTHiN Good
Mondelēz International and Geometry Global won a bronze Effie Award for Try SomeTHiN Good for the Good Thins brand.
“Crackers were not keeping up with the trending better-for-you category,” according to the entry. “Shoppers were willing to forgo taste for nutrition, and we had to convince them they didn’t have to give up either in crackers. GOOD THiNS, made with real ingredients, like sweet potato, spinach and garlic deliver nutrition AND taste. We introduced the ‘Try SomeTHiN Good’ program at three key retailers and revitalized the cracker category with better snacks that taste good too!”