Facebook news feed posts targeted shoppers living in areas with participating Walgreens stores to drive awareness of the beverage solution for social occasions.
I had the opportunity to lead the strategy development for this program, which required research, identifying the shopper target, shopping occasion, the driving insight, and the overarching activation strategy.
Background: Shoppers don't think of going to Walgreens to buy adult beverages and the drug retailer was suffering from low awareness and signifant leakage to competitors. However, the retailer was seeing a growth in opportunistic shopping behaviors among younger shoppers who primarily purchase consumables for instant consumption or gift-giving occasions. Constellation Brands (CBI) sought to drive adult beverage purchases at Walgreens by leveraging the growing opportunistic shopping behaviors of younger shoppers during the Super Bowl and Valentine's Day seasons.
Geo-targeted mobile display ads with click-to-map functionality to prompt on-the-go shoppers to visit a nearby Walgreens to make an impromptu purchase.
Lots of impromptu social gatherings occur around the Super Bowl and Valentine's Day seasons with TV watching being a core experience. Whether it's going over to a friend's house to watch a game, an awards show, season finales, or just hanging out, this is a time when social occasions pop out of nowhere with little time to plan ahead.
Insight: The way you arrive to an occasion is just as important as the occasion itself. People don’t want to arrive empty-handed to someone’s home, and they feel that what they bring should represent them well in a crowd.
The Idea: Walgreens may not be top of mind for adult beverages, but it is conveniently just around the corner for your last-minute needs. While you're on-the-go, Constellation Brands will trigger an unplanned trip to Walgreens prompting last-minute inspiration for all the impromptu social occasions that happen around the Super Bowl and Valentine's Day seasons.
Geo-targeted mobile display ads with click-to-map functionality appeared when shoppers were near a participating Walgreens. Paid Facebook posts were pushed out to targeted shoppers living within radius of a Walgreens and digital banner ads appeared in the Weekly Ad reminding shoppers of these last-minute solutions for Super Bowl and Valentine's Day occasions.
A one-stop destination was built in-store with on-the-go beverage solutions that reinforced image-conscious shoppers’ need to “Arrive in Style” for any occasion, even on a whim.
The endcap destination adapted to the Walgreens Game Day Favorites and Valentine's Day style guides while maintaining the Arrive In Style communication platform.
Results:
// Sales increased by 11% compared to the prior year.
// Sales velocity for participating Constellation brands was 14 percentage points higher than the category trend, which declined by nearly 3% compared to the prior year.
// Net sales were 17 percentage points higher resulting in more than half a million dollars in sales compared to the projection.
// Walgreens positively received the program and requested it to become a longer-term platform for other program periods.
// Sales increased by 11% compared to the prior year.
// Sales velocity for participating Constellation brands was 14 percentage points higher than the category trend, which declined by nearly 3% compared to the prior year.
// Net sales were 17 percentage points higher resulting in more than half a million dollars in sales compared to the projection.
// Walgreens positively received the program and requested it to become a longer-term platform for other program periods.
Shelf dangler communicated a convenient last-minute solution for shoppers as they're shopping in the store.
