Case Study: Real Simple at Walgreens360 exposure and engagement with magazine brand at retail

Program Overview: Easy Everyday Solutions for Spring – Feb ’08 Execution

• Real Simple and Walgreens partnered on a full blown promotion

• Provided consumers special offers on several brands for spring

• Drove consumers in store via multiple targeted vehicles and encouraged cross-category shopping

• Achieved growth in newsstand sales and leveraged incremental ad paging through 5 ad partners:

– ALMAY, M&Ms, NEXXUS, OLAY and REVLON

Multiple touch points built into program elements

In-StoreRadio

POS Signage

Content

Mobile

In-Store Demo

GWP Offer

In-book

Display

Real Simple &

WalgreensProgram

Subscriber Advertorial: Buy any two participating products to receive GWP

Newsstand Advertorial: Buy any one participating product and Real Simple to receive GWP

GWPs: Subscriber Tote Bag and Newsstand Notepad

In-store Display: Sidekick in-aisle featuring participating products at shelf

Shelf talker signage displayed in mainline

Beauty Advisor Program – Real Simple content in store

Mobile Marketing: Additional content provided through Digital Booklet

• Custom digital booklet created to highlight editorial content based on Simple Solutions for Spring theme.

• Walgreens is part of the consumer’s everyday solution, through the various product lines that help simplify their lives.

• Offer for $1 off Real Simple April issue

Demo and Sampling events: Brand Interaction and brought program to life in-store

• 50 demo/sampling events ran to communicate the Real Simple Spring Solutions using ad partner products

• Ambassadors distributed tip cards communicating Spring Solutions tips

• 2 demos per day (1 per store) that ran for 3-hour increments.

Demo Event Take-One: Focused on tips using partner products

Success Story: Magazine and advertiser products saw significant sales lifts

• Real Simple magazine - 28% sales lift

• All partner promoted items - 66,676 unit increase

Case Study Success

• Based on program success, multiple brands have executed similar programs across retailer formats– Drug– Mass Merchant– Grocery

Thank you.