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The Brief
As part of an integrated marketing campaign, create a relevant and compelling Shopper campaign based on a TTL core creative idea.
Our Task
Interpret the core creative idea “The improbable made possible” into a Shopper expression to effectively target two different Shoppers in store – the Consumer, and the Mother. Create a Shopper marketing campaign that engages each Shopper at appropriate locations in store and activates purchases
across all channels.
The Strategy
Create a Shopper expression of the CCI that is flexible enough to relate to both Shoppers.
Identify the key Shopper profiles, missions and consumption occasions to build communications that directly target each Shopper with relevant messages at key points on their journey.
Results
Innovative, consistent and arresting Shopper activation throughout Europe.
The campaign has been implemented by all European countries and is used as a benchmark for how to drive purchase and build brand love.
This campaign resulted in a 16% sales increase across all key markets.
