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SILVER SMALL BUDGET
Stride Gum targets teens at Mac’s
Facing declining sales in an increasingly
competitive in-store environment, Stride
Gum was challenged to target a hyperstimulated,
easily-distracted and overlyconnected
teen audience.
With Mac’s convenience stores typically
located near schools, it has a higher
percentage of teen shoppers compared
to its competitors. So Stride launched a
contest in Mac’s locations in Ontario and
Western Canada during the back-to-school
period, offering teens the chance to win
prizes worth up to $1,000 by entering
UPC codes online, as part of the “Stride
High” initiative (other contests involved
submitting “ridiculous” videos to win cash).
The program, created with the help
of Sid Lee and LPi Group, integrated
multiple touchpoints throughout the path
to purchase - including an e-blast to the
MyMacs.ca database, a custom pre-pack
displayer, as well as POS featuring QR
codes inviting shoppers to enter the contest
via mobile.
Digital ads on Mymacs.ca linked to
the contest microsite and entrants could
share their participation on Facebook and
Twitter. Also, a staff incentive program
encouraged employees to upsell Stride
products by mentioning the contest at the
point-of-purchase.
In-store support and online activity
exceeded expectations, with the microsite
receiving over 43,000 visits and more
than 12,000 unique visitors. About 2% of
entries came from mobile, and the contest
generated 340 Facebook “likes” during the
promotional period.
The program generated a unit sales
increase of 180% in Ontario and 80% in
Western Canada. There was also an 8.4%
increase of market share in Ontario and a
5.5% increase in the West. Compared to
regular promotional activity, the program
created a 147% return on investment, as it
drove four times more sales for Ontario and
three times more sales in the West.
Credits: Client Mondelez Canada; Agency Sid Lee; Shopper marketing agency LPi Group; Associate shopper marketing manager Sylvia Gurliaccio; Brand manager, Stride
Gum Mike Armstrong
BRONZE SMALL BUDGET
Becel takes a number
Becel wanted to highlight the importance of
moms taking care of their heart with simple
lifestyle changes, mainly through exercise
and diet. The brand put out a call-to-action,
appealing to women on an emotional level
and illustrating how eating Becel and
walking can lower their cholesterol.
For the “Know your number, know your
risk” campaign, Becel created branded
pedometers and gave them out for free
to shoppers that purchased its product at
participating stores. The budget was limited,
so efforts were concentrated on in-store
activations at 106 Metro locations in Quebec
during Heart Health month in February.
The 76,000 pedometers were custom
branded with the Becel logo and its
website, and accompanied by a booklet
that suggested tips for good health and
encouraged the shopper to “know their
number.” In-store POS delivered the
message and featured the pedometers
positioned near the Becel bunker in the
dairy section.
Total net sales for the promotion equated
to more than $348,000, incremental units
versus the baseline were up 83%, average
customer penetration increased 21% and
the ROI benchmark was exceeded.
Credits: Client Unilever Canada; Agency Bob; Shopper marketing manager Marie Pierre Mathieu; CD Bartolome Graziana; Account services Franck Escudier, Audrey
Messier; Planning Claudéric St Amand
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