Walmart and P&G achieve ‘Effie’ excellence
The Path to Purchase Institute this week bestowed Effie awards to top retailers and brand for their marketing effectiveness.
Winners of the 5th annual Shopper Marketing Effie Awards were celebrated at the Path to Purchase Institute’s 2015 Shopper Marketing Summit. The awards honor work that showcases the best utilization of shopper insights that lead to effective engagements and activations with shoppers along their path to purchase.
Procter & Gamble led this year’s competition, winning six Shopper Marketing Effies while Walmart won five, including four for work with P&G. Saatchi & Saatchi X was awarded the most Effies among agencies (4), closely followed by Geometry Global (3) and The Integer Group (2).
“This year, the Shopper Marketing Effie Jury saw a maturing of the category, based on the numbers and diverse types of entries we judged,” said Andy Murray, senior vice president, of creative at Walmart and chair of the 2015 North American Shopper Marketing Effie Jury. “The bar keeps rising and the judging becomes more difficult, indicating that Shopper Marketing is a healthy and growing marketing discipline.”
The 2015 Shopper Marketing Effie (SME) winners by category in North America were:
Single-Retailer Rollout category: Coca-Cola, Walmart, Shopper Events and Collective Bias together won a Gold SME for “Coca-Cola Share It Forward”. The effort inspired shoppers to share over a million ice cold Cokes to get the happiness started and then Share it Forward, thus connecting retailer, shopper and brand, resulting in distributing 1.2 million Cokes and driving double digit lifts on 20 ounce Cokes in the months following. Procter & Gamble, Walmart and Saatchi & Saatchi X won a Gold SME for “Rock you Covergirl,” which connected with shoppers and inspired them to Rock their Covergirl at Walmart’s Everyday Low Prices, growing Walmart’s share of Covergirl to the highest level in 24 months. The same team also won a Silver SME for “Made With American Jobs” for Tide, Bounty, Crest, Oral B + Other P&G Brands. Kimberly-Clark and Geometry Global won a Bronze SME for “We Got U at Walmart” for U by Kotex.
New Product/Service Introduction category: Big Heart Pet Brands and FCB Red won a Gold SME for “Milk-Bone Brushing Chews Shopper Marketing Launch Campaign,” which spread the word that Milk-Bone Brushing Chews are the only dental treat dogs would beg for. Shoppers (and their dogs) ate up the idea – proven by its trial rate and retail sales numbers. Procter & Gamble, Walmart and Saatchi & Saatchi X won a Bronze SME for “Swaddlers for the life of your Baby” for Pampers Swaddlers.
In the Multi-Brand Shopper Solution category: Procter & Gamble, Walmart and the Saatchi & Saatchi X team won a Gold SME for "My Black is Beautiful" Ambassador Search for Walmart, Covergirl, and Pantene, along with contributing agencies Burrell Communications and GlobalHue. The program resulted in a significant sales lift for Covergirl and Pantene, helping Walmart outpace the general market. Kraft Canada and ShopperDDB won a Bronze SME for “Kraft Food Hacks”.
In the Multi-Retailer Rollout category: Procter & Gamble and The Integer Group won a Silver SME for “P&G Best of Beauty 2014” for the P&G Beauty Brand Category, along with contributing agencies Citizen Relations and Starcom MediaVest Group.
In the Awareness/Trial category: Kimberly-Clark, Geometry Global and Tris3ct won a Silver SME for “Break Up with Bounty” for VIVA VANTAGE, along with VML, Mindshare and Ketchum. Procter & Gamble and The Integer Group won a Bronze SME for “Gain Flings Launch”.
In the Loyalty category: Ogilvy & Mather and InterContinental Hotels Group won a Silver SME for “The Big Win” for IHG® Rewards Club. In the Seasonal/Event category: Nestlé USA and Geometry Global won a Bronze SME for “The Official Pizza of the Grill” for Jack's®, along with contributing agencies Ogilvy Public Relations (Social @ Ogilvy) and Weber Shandwick.
In the Seasonal/Event category: Nestlé USA and Geometry Global won a Bronze SME for “The Official Pizza of the Grill” for Jack's®, along with contributing agencies Ogilvy Public Relations (Social @ Ogilvy) and Weber Shandwick.