Win a Camper Van for a week or for keeps

The Challenge

Tissue usage is very symptomatic with distinct peaks around cold, flu and hay fever seasons. To increase consumption we needed to demonstrate to 28-44 year old mums how Kleenex® tissues are relevant throughout the summer.

Applying Buyologic®

Using our suite of A to Buy® tools we identified that 1-in-3 families holiday in the UK. This combined insight, coupled with a desire to demonstrate a breadth of consumption opportunities, led us to create a campaign around the iconic VW Camper Van; one of seven concepts tested with 328 target audience shoppers.

We recognised that mums weren’t venturing down the tissues aisle, so we implemented disruptive front-of-store POS. This prompted mums to think of the summer moments when they may need Kleenex®, from spilt drinks to BBQ mess. Incentivising the purchase with “Win a camper van for a week or for keeps” provided the perfect mechanic to encourage shoppers to enter weekly draws – keeping tissues front-of-mind throughout summer.

Our Retail Media Management tool helped select the most appropriate media across key retailers – whilst a fun and seasonal pack design complemented the personalised displays, which themselves were adapted for different store formats, from convenience to hypermarket.

Tools

Barriers Analysis

Customer Engagement Approach

Retail Media Management

Shopper Journey Planning

Touchpoint Priorities

The Results

+8.6%

YOY Net Sales Value increase during the promotion

400

camper vans were implemented in key retailers

£3.90

return for every £1 spent on media

“smp’s creativity and expertise helped Kleenex® deliver an unprecedented amount of feature space outside of the core cold, flu and hay fever seasons; a first for the brand. The highly original and disruptive activation delighted key customers and shoppers alike, delivering outstanding return on investment.”

Jennifer Rohan

EMEA Regional Marketing Manager, Kimberly-Clark

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