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斯卡德之气
案例简介：为什么这项工作与直接相关？ 这个想法是相关的，因为它以一种意想不到的方式到达超特定的受众-产生采样和购买行动，所有这些都是在一个从未见过的接触点中。 背景 格莱德最大的销售额来自美国最大的零售商沃尔玛。但网购的上升对这两个品牌都不利。事实上，沃尔玛正在进行69年历史上最大的斗争-与亚马逊 (Amazon) 的斗争，亚马逊正在大量采购他们的业务-他们正在狂热地重新设计他们的业务方式。因此，我们与沃尔玛合作，找到了一种方法，使消费者在网上购物时可以品尝我们的香水，并使沃尔玛的送货变得更有趣和令人惊讶。两个品牌的双赢。 格莱德知道人们在网上购物时无法像他们在一家实体零售店里浏览过道时一样品尝我们的新香水，她开始通过他们的数字旅程接触他们。 描述创造性的想法 (投票30%) 网络零售商平均每天发送200万个包裹。如果我们能把这些变成在美国品尝香水的机会呢？ 因此，我们通过在收到在线订单时无缝拦截具有香水体验的购物者，从而接管了电子商务周期的关键部分-我们创建了有史以来第一个充满香水的包装枕头。 我们将无处不在的包装枕头 (通常保护在线订单) 改造成船只，将我们的新香水走私到人们的家中。所以，当人们弹出枕头回收它们时，他们得到了样品，并与我们的新香水互动。 与沃尔玛 (Walmart.com) 合作，我们以在线购物者为目标，并以意想不到和有趣的采样体验使他们感到惊讶-这翻倍为无摩擦转换，使购物者可以轻松扫描条形码购买，从而延续电子商务周期。我们为原本普通的电子商务体验注入了香味和乐趣。 描述策略 (投票20%) 我们截获了特定的网上购物者，他们收到了意想不到的香味体验。 我们重新利用了普遍存在的包装空气枕头，通常保护在线订单，并将其变成将我们的新香水走私到人们家里的船只。我们创造了第一个充满香味的包装枕头。当人们弹出枕头回收它们时，他们采样并与我们的新香料进行了物理互动。 与Walmart.com和他们的客户数据合作，我们将这些订单发送给对空气护理产品感兴趣的人。每个充满香味的枕头都有一个无缝的扫描到购买代码，允许即时转换。 这种以宏观为目标的拦截使我们能够惊喜、愉悦、接触和获得新客户，并从他们的家便利中获得新客户。 描述执行 (投票的20%) Glade将被忽略的包装材料改造成一个品牌的取样装置，充满了我们的香味。有史以来第一次，我们把空气变成了直接的信息，体验和购买。 通过将这些放入人们通常的在线Walmart.com送货，我们以最令人惊讶、最直接和最引人入胜的方式向购物者介绍了我们的新气味。这些香味枕头立即产生行动，通过无缝地允许购物者扫描购买产品。 列出结果 (投票30%) 在前4周，我们获得了超过1100万个印象。此外，在我们发布后的第一周，沃尔玛电子商务渠道经历了83% 的销售要点房间雾普通话和含羞草。 我们的倡议不仅引起了社交媒体的热议，还吸引了行业专业人士和营销领导者的关注和商业兴趣。主要的航运和物流公司向合作伙伴表达了兴趣，并利用了我们新发现的抽样和广告媒介。
斯卡德之气
案例简介：Why is this work relevant for Direct? This idea is relevant because it reaches a hyper-specific audience in an unexpected way – generating sampling and purchase action, all in one never before seen touchpoint. Background Glade’s biggest share of sales comes from Walmart, the biggest retailer in the United States. But the rise in online shopping is working against both brands. In fact, Walmart is in the biggest fight of its 69-year history - against Amazon which is sourcing a lot of their business - and they are feverishly re-designing the way they do business. So, we partnered with Walmart and found a way to make it possible for consumers to sample our fragrances when shopping online and to make Walmart delivery a bit more interesting and surprising. A win-win for both brands. Knowing that people shopping online are not able to sample our new fragrances like they would while browsing the aisles in a brick and mortar retail store, Glade set out to reach them through their digital journey. Describe the creative idea (30% of vote) An average of 2 million packages are sent by online retailers each day. What if we could turn these into an opportunity to sample fragrances in the US? So, we took over a crucial part of the ecommerce cycle by seamlessly intercepting shoppers with a fragrance experience as they received their online orders – we created the first ever fragrance-filled packing pillow. We transformed ubiquitous packing pillows, that typically protect online orders, into vessels that smuggle our new fragrance into people’s homes. So, when people popped the pillows to recycle them, they got to sample and interact with our new fragrance. Partnering with Walmart.com, we targeted online shoppers, and surprised them with an unexpected and fun sampling experience – that doubled as a friction-free conversion allowing shoppers to easily scan the barcode to purchase, perpetuating the ecommerce cycle. We infused fragrance and fun to an otherwise ordinary ecommerce experience. Describe the strategy (20% of vote) We intercepted specific online shoppers with an unexpected fragrance experience as soon as they received their online orders. We repurposed ubiquitous packing air pillows, that typically protect online orders, and turned them into vessels that smuggle our new fragrance into people’s homes. We created the first ever fragrance-filled packing pillow. When people popped the pillows to recycle them, they sampled and physically interacted with our new fragrance. Working with Walmart.com and their customer data, we sent these orders to people interested in air care products. Each fragrance-filled pillow featured a seamless scan-to-purchase code that allowed for instant conversion. This macro-targeted interception allowed us to surprise, delight, reach and gain new customers from the convenience of their homes. Describe the execution (20% of vote) Glade transformed ignored packing material into a branded sampling device filled with our fragrance. For the first time ever, we turned air into a direct message, experience and purchase all in one. By placing these into people’s usual online Walmart.com deliveries, we informed shoppers about our new scent in the convenience of their homes in the most surprising, direct and engaging way. These scented pillows generated immediate action, by seamlessly allowing shoppers to scan-to-purchase the product. List the results (30% of vote) In the first 4 weeks, we garnered over 11 million impressions. Additionally, during the first week after our launch, Walmart ecommerce channels experienced an 83% lift in sales for Essentials Room Mist Mandarin & Mimosa. Our initiative not only generated social media buzz, but also captured the attention and business interest of industry professionals and marketing leaders. Major shipping and logistic companies expressed an interest to partner and capitalize on our newly discovered sampling and advertising medium.
Scent by Glade
案例简介：为什么这项工作与直接相关？ 这个想法是相关的，因为它以一种意想不到的方式到达超特定的受众-产生采样和购买行动，所有这些都是在一个从未见过的接触点中。 背景 格莱德最大的销售额来自美国最大的零售商沃尔玛。但网购的上升对这两个品牌都不利。事实上，沃尔玛正在进行69年历史上最大的斗争-与亚马逊 (Amazon) 的斗争，亚马逊正在大量采购他们的业务-他们正在狂热地重新设计他们的业务方式。因此，我们与沃尔玛合作，找到了一种方法，使消费者在网上购物时可以品尝我们的香水，并使沃尔玛的送货变得更有趣和令人惊讶。两个品牌的双赢。 格莱德知道人们在网上购物时无法像他们在一家实体零售店里浏览过道时一样品尝我们的新香水，她开始通过他们的数字旅程接触他们。 描述创造性的想法 (投票30%) 网络零售商平均每天发送200万个包裹。如果我们能把这些变成在美国品尝香水的机会呢？ 因此，我们通过在收到在线订单时无缝拦截具有香水体验的购物者，从而接管了电子商务周期的关键部分-我们创建了有史以来第一个充满香水的包装枕头。 我们将无处不在的包装枕头 (通常保护在线订单) 改造成船只，将我们的新香水走私到人们的家中。所以，当人们弹出枕头回收它们时，他们得到了样品，并与我们的新香水互动。 与沃尔玛 (Walmart.com) 合作，我们以在线购物者为目标，并以意想不到和有趣的采样体验使他们感到惊讶-这翻倍为无摩擦转换，使购物者可以轻松扫描条形码购买，从而延续电子商务周期。我们为原本普通的电子商务体验注入了香味和乐趣。 描述策略 (投票20%) 我们截获了特定的网上购物者，他们收到了意想不到的香味体验。 我们重新利用了普遍存在的包装空气枕头，通常保护在线订单，并将其变成将我们的新香水走私到人们家里的船只。我们创造了第一个充满香味的包装枕头。当人们弹出枕头回收它们时，他们采样并与我们的新香料进行了物理互动。 与Walmart.com和他们的客户数据合作，我们将这些订单发送给对空气护理产品感兴趣的人。每个充满香味的枕头都有一个无缝的扫描到购买代码，允许即时转换。 这种以宏观为目标的拦截使我们能够惊喜、愉悦、接触和获得新客户，并从他们的家便利中获得新客户。 描述执行 (投票的20%) Glade将被忽略的包装材料改造成一个品牌的取样装置，充满了我们的香味。有史以来第一次，我们把空气变成了直接的信息，体验和购买。 通过将这些放入人们通常的在线Walmart.com送货，我们以最令人惊讶、最直接和最引人入胜的方式向购物者介绍了我们的新气味。这些香味枕头立即产生行动，通过无缝地允许购物者扫描购买产品。 列出结果 (投票30%) 在前4周，我们获得了超过1100万个印象。此外，在我们发布后的第一周，沃尔玛电子商务渠道经历了83% 的销售要点房间雾普通话和含羞草。 我们的倡议不仅引起了社交媒体的热议，还吸引了行业专业人士和营销领导者的关注和商业兴趣。主要的航运和物流公司向合作伙伴表达了兴趣，并利用了我们新发现的抽样和广告媒介。
Scent by Glade
案例简介：Why is this work relevant for Direct? This idea is relevant because it reaches a hyper-specific audience in an unexpected way – generating sampling and purchase action, all in one never before seen touchpoint. Background Glade’s biggest share of sales comes from Walmart, the biggest retailer in the United States. But the rise in online shopping is working against both brands. In fact, Walmart is in the biggest fight of its 69-year history - against Amazon which is sourcing a lot of their business - and they are feverishly re-designing the way they do business. So, we partnered with Walmart and found a way to make it possible for consumers to sample our fragrances when shopping online and to make Walmart delivery a bit more interesting and surprising. A win-win for both brands. Knowing that people shopping online are not able to sample our new fragrances like they would while browsing the aisles in a brick and mortar retail store, Glade set out to reach them through their digital journey. Describe the creative idea (30% of vote) An average of 2 million packages are sent by online retailers each day. What if we could turn these into an opportunity to sample fragrances in the US? So, we took over a crucial part of the ecommerce cycle by seamlessly intercepting shoppers with a fragrance experience as they received their online orders – we created the first ever fragrance-filled packing pillow. We transformed ubiquitous packing pillows, that typically protect online orders, into vessels that smuggle our new fragrance into people’s homes. So, when people popped the pillows to recycle them, they got to sample and interact with our new fragrance. Partnering with Walmart.com, we targeted online shoppers, and surprised them with an unexpected and fun sampling experience – that doubled as a friction-free conversion allowing shoppers to easily scan the barcode to purchase, perpetuating the ecommerce cycle. We infused fragrance and fun to an otherwise ordinary ecommerce experience. Describe the strategy (20% of vote) We intercepted specific online shoppers with an unexpected fragrance experience as soon as they received their online orders. We repurposed ubiquitous packing air pillows, that typically protect online orders, and turned them into vessels that smuggle our new fragrance into people’s homes. We created the first ever fragrance-filled packing pillow. When people popped the pillows to recycle them, they sampled and physically interacted with our new fragrance. Working with Walmart.com and their customer data, we sent these orders to people interested in air care products. Each fragrance-filled pillow featured a seamless scan-to-purchase code that allowed for instant conversion. This macro-targeted interception allowed us to surprise, delight, reach and gain new customers from the convenience of their homes. Describe the execution (20% of vote) Glade transformed ignored packing material into a branded sampling device filled with our fragrance. For the first time ever, we turned air into a direct message, experience and purchase all in one. By placing these into people’s usual online Walmart.com deliveries, we informed shoppers about our new scent in the convenience of their homes in the most surprising, direct and engaging way. These scented pillows generated immediate action, by seamlessly allowing shoppers to scan-to-purchase the product. List the results (30% of vote) In the first 4 weeks, we garnered over 11 million impressions. Additionally, during the first week after our launch, Walmart ecommerce channels experienced an 83% lift in sales for Essentials Room Mist Mandarin & Mimosa. Our initiative not only generated social media buzz, but also captured the attention and business interest of industry professionals and marketing leaders. Major shipping and logistic companies expressed an interest to partner and capitalize on our newly discovered sampling and advertising medium.
斯卡德之气
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Scent by Glade
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基本信息
- 广告战役： #S.C Johnson-推广与活动-c972#
- 广告品牌： 庄臣
- 发布日期： 2000
- 行业领域： 居家日用 , 日用品/母婴
- 媒体类别： 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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