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Unilever win ECR Ireland Shopper Engagement Award 2016 for Persil campaign.

"Encouraging a social step change through Dirt is Good"

Presented by Nada Mousa and Ben Graham

Unilever won the 7th ECR Ireland Shopper Engagement Award for their Persil #freethekids campaign.  Nada Mousa and Ben Graham illustrated how the campain encourages parents and children to get outdoors whilst creating their very own adventure and ultimately getting dirty.  The key objectives for the campaign were – playing outdoors, overall brand awareness and sales for Persil, thus driving penetration.

There was a 360 tailored approach to developing a strong effective campaign to drive awareness and target the Parent consumer.  Unilever seeded a video to provoke people on the topic of technology today and children spending less time outdoors in todays world to that in compared to Prisoners. It showed the shocking fact that 74% of children across the UK&I spend less time outdoors on average today than a prisoner. The video was picked up online by several media outlets and went viral across the UK & Ireland.
Prisoner Video link

The results for this campaign were amazing with some key highlights being Persil market share grew by a massive +4% seeing it as the highest share read of 2016 and the highest weekly sales in 40 weeks.  The You Tube video had over 450k views whilst the Persil Wild Explorers app reached 750k downloads.

The Award was sponsored by Goosebump and their MD, Sarah Love said "I think the Persil campaign showed real understanding of the  dynamic between the consumer and the shopper – they are of course not mutually exclusive, but you need to know the difference along the  path to purchase to make sure you are saying the right message at the right time in the right way". 

Click here for the Persil presentation

Finalists

Project Fizz, Claire Cogan, Britvic

How a simple change to the Soft Drinks aisle made it easier for a shopper to find the No and Low sugar alternatives, increased sales for the  NO and Low sugar category while satisfying the real shopper need of reducing the sugar intake of families.

From Keg to Bottle – Launching Hop House 13 in Ireland, Jack Harte, Diageo

The amazing launch of Hop House 13 achieved high distribution and established significant brand awareness, penetration and repeat purchase over a very short time-period.

Click for the Diageo presentation

Magnum Doubles Launch 2016, Julieann Evans, Unilever

Shopper insights utilised to activate creatively and positively disrupt shoppers through the three phases of their path to purchase to "Attract, Engage & Sell".

Click for the Magnum presentation

Calpol - Search for a Star, Danielle Smith, J&J

3,000 entries in Calpol's "Search for a Star" campaign was a fundamental element of an integrated campaign leading to significant share gain.

Click for the Calpol presentation

Conference Theme

The shopper in 2017 - discuss!

Panel discussions with retailers, suppliers & service providers debated the latest hot topics, shopper trends & consumer behaviour giving an insight into the 2017 shopper.  The panels proved to be very popular amongst delegates with the overiding discusion points between both panels being the impact & longevity of the movement to healthier choices lifestyle.

Retailer / Supplier Panel

Paul Corcoran, Range & Space Planning Manager, Musgrave Retail Partners Ireland
Barry Carty, Category Manager, BWG Foods
Claire Cogan, Head of Insight, Category & Shopper Marketing, Britvic

Service Providers Panel

Sam Harding, Head of Client Insights, Dunnhumby
Robert Flavin, Strategic Shopper Planner, Irish International BBDO
Claire Cullen, Business Unit Director, Nielsen
Stephen Rust, CEO, Engage

Insight Presentations

"Understanding the current shopper trends that can drive growth for your brands"
David Berry, Business Unit Director, Kantar Worldpanel - Click here

"Shopper Engagement & Review of ECR Awards"
Sarah Love, MD, Goosebump - Click here

 

Key Note Speakers

"Motivation: why we sometimes lose our mojo"
Bairbre Kelly

Bairbre is a qualified counsellor and psychotherapist. She believes for people to realise and achieve their potential, no matter what that is, they must take responsibility for themselves. Making lifestyle changes which include diet, exercise and self care will all lead to a happier and healthier you, both physically and mentally.  Click to download Bairbre's Presentation

"How to tell insanely relevant stories"
Jack Murray, CEO, All Good Tales
 

The major conference for collaborative best practices in the Retail & FMCG Consumer Packaged Goods sector in Ireland 


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