Case Study: Real Simple at Walgreens

Case Study: Real Simple at Walgreens
360 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
Display
In-Store
Radio
POS Signage
In-book
Real Simple
&
Walgreens
Program
GWP Offer
In-Store Demo
Content
Mobile
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.