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".
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.
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.
Shopper insights utilised to activate creatively and positively disrupt shoppers through the three phases of their path to purchase to "Attract, Engage & Sell".
3,000 entries in Calpol's "Search for a Star" campaign was a fundamental element of an integrated campaign leading to significant share gain.
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.
"Motivation: why we sometimes lose our mojo"
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