Shopper Marketing Works With Real Value
I like the fact that brand manufacturers are seeing a necessity to reward/incentivize consumers for them to appear on consumer’s shopping lists. I also like that brands are using an all-inclusive approach to getting consumer’s attention, utilizing all media, including social since it is worthwhile for brands to launch campaigns and pay it off in the live.
For example Pampers. As part of Pampers’ “Every Little Miracle” campaign that launched back in Dec. 2010, the brand wanted to specifically target the Hispanic Community of parents (moms). Pampers created the Madrinas Network launched via Facebook which serves as a community rallied around Pamper’s thought: “Every baby is a little miracle to celebrate.” Those opted-in receive tips on baby development and other goodies courtesy of Pampers, since the brand really wants to show support for Hispanic parents, and moms in general, along their journey of parenthood.
In the live, the payoff came via Pampers trucks rocking up at different retail locations around LA, handing out samples, coupons, and baby care info with a drive to join the Madrinas Network online.
The efforts made by Pampers not only got the conversation started with moms before they even entered the store with their shopping lists, it provided REAL value for them at a very exciting, yet scary time in their lives. I think this Pampers case study is one good example of shopper marketing done right.