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Case Study: Real Simple at Walgreens360 exposure and engagement with magazine brand at retail
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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
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Multiple touch points built into program elements
In-StoreRadio
POS Signage
Content
Mobile
In-Store Demo
GWP Offer
In-book
Display
Real Simple &
WalgreensProgram
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Subscriber Advertorial: Buy any two participating products to receive GWP
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Newsstand Advertorial: Buy any one participating product and Real Simple to receive GWP
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GWPs: Subscriber Tote Bag and Newsstand Notepad
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In-store Display: Sidekick in-aisle featuring participating products at shelf
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Shelf talker signage displayed in mainline
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Beauty Advisor Program – Real Simple content in store
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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
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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.
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Demo Event Take-One: Focused on tips using partner products
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Success Story: Magazine and advertiser products saw significant sales lifts
• Real Simple magazine - 28% sales lift
• All partner promoted items - 66,676 unit increase
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Case Study Success
• Based on program success, multiple brands have executed similar programs across retailer formats– Drug– Mass Merchant– Grocery
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Thank you.