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林间空地的气味
案例简介：这个想法是相关的，因为它以一种意想不到的方式接触到超特定的受众 -- 产生采样和购买行动，所有这些都在一个以前从未见过的接触点。 背景 Glade的最大销售份额来自美国最大的零售商沃尔玛。但是在线购物的兴起对这两个品牌都不利。事实上，沃尔玛正处于其69年历史上最大的一场战斗中-与亚马逊展开竞争，亚马逊正在采购他们的大量业务-他们正在狂热地重新设计他们的业务方式。因此，我们与沃尔玛合作，找到了一种方法，使消费者可以在网上购物时品尝我们的香水，并使沃尔玛的送货更加有趣和令人惊讶。两个品牌的双赢。 Glade知道在线购物的人们无法像在实体店零售商店中浏览过道时那样品尝我们的新香水，因此着手通过数字旅程与他们接触。 描述创意 (投票30%) 在线零售商每天平均发送200万个包裹。如果我们能把这些变成在美国品尝香水的机会呢？ 因此，我们通过无缝拦截购物者在收到在线订单时具有香水体验，从而接管了电子商务周期的关键部分-我们创建了第一个充满香水的包装枕头。 我们将通常保护在线订单的无处不在的包装枕头变成了将我们的新香水走私到人们家中的船只。因此，当人们弹出枕头以回收它们时，他们必须采样并与我们的新香水互动。 与Walmart.com合作，我们针对在线购物者，并以意想不到的有趣采样体验使他们感到惊讶-这种无摩擦转换使购物者可以轻松扫描条形码进行购买，从而使电子商务周期永久化。我们为原本普通的电子商务体验注入了香味和乐趣。 描述策略 (投票20%) 我们截获了特定的在线购物者，他们在收到在线订单后立即获得了意想不到的香水体验。 我们重新利用了无处不在的包装空气枕头，通常可以保护在线订单，并将其变成将我们的新香水走私到人们家中的船只。我们创造了第一个充满香味的包装枕头。当人们弹出枕头进行回收时，他们会采样并与我们的新香水进行物理交互。 与Walmart.com及其客户数据合作，我们将这些订单发送给对空气护理产品感兴趣的人。每个充满香味的枕头都有一个无缝的扫描购买代码，可以即时转换。 这种宏观针对性的拦截使我们能够从方便的家中惊喜，愉悦，接触并获得新客户。 描述执行 (投票20%) Glade将忽略的包装材料转化为充满我们香气的品牌采样设备。有史以来第一次，我们将air变成了直接的信息，体验和购买。 通过将它们放入人们通常的在线Walmart.com送货中，我们以最令人惊讶，直接和引人入胜的方式向购物者介绍了我们的新气味，以方便他们的家。这些有香味的枕头通过无缝地允许购物者扫描购买产品，立即产生了行动。 列出结果 (投票30%) 在最初的4周里，我们获得了超过1100万个印象。此外，在我们推出后的第一周，沃尔玛电子商务渠道体验了Essentials Room Mist Mandarin和Mimosa的销售83% 提升。 我们的倡议不仅引起了社交媒体的热议，而且引起了行业专业人士和营销领导者的关注和商业兴趣。主要的运输和物流公司表示有兴趣与我们合作并利用我们新发现的采样和广告媒体。
林间空地的气味
案例简介：This idea is relevant because it reaches a hyper-specific audience in an unexpected way – generating sampling and purchase action, all in one never before seen touchpoint. Background Glade’s biggest share of sales comes from Walmart, the biggest retailer in the United States. But the rise in online shopping is working against both brands. In fact, Walmart is in the biggest fight of its 69-year history - against Amazon which is sourcing a lot of their business - and they are feverishly re-designing the way they do business. So, we partnered with Walmart and found a way to make it possible for consumers to sample our fragrances when shopping online and to make Walmart delivery a bit more interesting and surprising. A win-win for both brands. Knowing that people shopping online are not able to sample our new fragrances like they would while browsing the aisles in a brick and mortar retail store, Glade set out to reach them through their digital journey. Describe the creative idea (30% of vote) An average of 2 million packages are sent by online retailers each day. What if we could turn these into an opportunity to sample fragrances in the US? So, we took over a crucial part of the ecommerce cycle by seamlessly intercepting shoppers with a fragrance experience as they received their online orders – we created the first ever fragrance-filled packing pillow. We transformed ubiquitous packing pillows, that typically protect online orders, into vessels that smuggle our new fragrance into people’s homes. So, when people popped the pillows to recycle them, they got to sample and interact with our new fragrance. Partnering with Walmart.com, we targeted online shoppers, and surprised them with an unexpected and fun sampling experience – that doubled as a friction-free conversion allowing shoppers to easily scan the barcode to purchase, perpetuating the ecommerce cycle. We infused fragrance and fun to an otherwise ordinary ecommerce experience. Describe the strategy (20% of vote) We intercepted specific online shoppers with an unexpected fragrance experience as soon as they received their online orders. We repurposed ubiquitous packing air pillows, that typically protect online orders, and turned them into vessels that smuggle our new fragrance into people’s homes. We created the first ever fragrance-filled packing pillow. When people popped the pillows to recycle them, they sampled and physically interacted with our new fragrance. Working with Walmart.com and their customer data, we sent these orders to people interested in air care products. Each fragrance-filled pillow featured a seamless scan-to-purchase code that allowed for instant conversion. This macro-targeted interception allowed us to surprise, delight, reach and gain new customers from the convenience of their homes. Describe the execution (20% of vote) Glade transformed ignored packing material into a branded sampling device filled with our fragrance. For the first time ever, we turned air into a direct message, experience and purchase all in one. By placing these into people’s usual online Walmart.com deliveries, we informed shoppers about our new scent in the convenience of their homes in the most surprising, direct and engaging way. These scented pillows generated immediate action, by seamlessly allowing shoppers to scan-to-purchase the product. List the results (30% of vote) In the first 4 weeks, we garnered over 11 million impressions. Additionally, during the first week after our launch, Walmart ecommerce channels experienced an 83% lift in sales for Essentials Room Mist Mandarin & Mimosa. Our initiative not only generated social media buzz, but also captured the attention and business interest of industry professionals and marketing leaders. Major shipping and logistic companies expressed an interest to partner and capitalize on our newly discovered sampling and advertising medium.
Scent by Glade
案例简介：这个想法是相关的，因为它以一种意想不到的方式接触到超特定的受众 -- 产生采样和购买行动，所有这些都在一个以前从未见过的接触点。 背景 Glade的最大销售份额来自美国最大的零售商沃尔玛。但是在线购物的兴起对这两个品牌都不利。事实上，沃尔玛正处于其69年历史上最大的一场战斗中-与亚马逊展开竞争，亚马逊正在采购他们的大量业务-他们正在狂热地重新设计他们的业务方式。因此，我们与沃尔玛合作，找到了一种方法，使消费者可以在网上购物时品尝我们的香水，并使沃尔玛的送货更加有趣和令人惊讶。两个品牌的双赢。 Glade知道在线购物的人们无法像在实体店零售商店中浏览过道时那样品尝我们的新香水，因此着手通过数字旅程与他们接触。 描述创意 (投票30%) 在线零售商每天平均发送200万个包裹。如果我们能把这些变成在美国品尝香水的机会呢？ 因此，我们通过无缝拦截购物者在收到在线订单时具有香水体验，从而接管了电子商务周期的关键部分-我们创建了第一个充满香水的包装枕头。 我们将通常保护在线订单的无处不在的包装枕头变成了将我们的新香水走私到人们家中的船只。因此，当人们弹出枕头以回收它们时，他们必须采样并与我们的新香水互动。 与Walmart.com合作，我们针对在线购物者，并以意想不到的有趣采样体验使他们感到惊讶-这种无摩擦转换使购物者可以轻松扫描条形码进行购买，从而使电子商务周期永久化。我们为原本普通的电子商务体验注入了香味和乐趣。 描述策略 (投票20%) 我们截获了特定的在线购物者，他们在收到在线订单后立即获得了意想不到的香水体验。 我们重新利用了无处不在的包装空气枕头，通常可以保护在线订单，并将其变成将我们的新香水走私到人们家中的船只。我们创造了第一个充满香味的包装枕头。当人们弹出枕头进行回收时，他们会采样并与我们的新香水进行物理交互。 与Walmart.com及其客户数据合作，我们将这些订单发送给对空气护理产品感兴趣的人。每个充满香味的枕头都有一个无缝的扫描购买代码，可以即时转换。 这种宏观针对性的拦截使我们能够从方便的家中惊喜，愉悦，接触并获得新客户。 描述执行 (投票20%) Glade将忽略的包装材料转化为充满我们香气的品牌采样设备。有史以来第一次，我们将air变成了直接的信息，体验和购买。 通过将它们放入人们通常的在线Walmart.com送货中，我们以最令人惊讶，直接和引人入胜的方式向购物者介绍了我们的新气味，以方便他们的家。这些有香味的枕头通过无缝地允许购物者扫描购买产品，立即产生了行动。 列出结果 (投票30%) 在最初的4周里，我们获得了超过1100万个印象。此外，在我们推出后的第一周，沃尔玛电子商务渠道体验了Essentials Room Mist Mandarin和Mimosa的销售83% 提升。 我们的倡议不仅引起了社交媒体的热议，而且引起了行业专业人士和营销领导者的关注和商业兴趣。主要的运输和物流公司表示有兴趣与我们合作并利用我们新发现的采样和广告媒体。
Scent by Glade
案例简介：This idea is relevant because it reaches a hyper-specific audience in an unexpected way – generating sampling and purchase action, all in one never before seen touchpoint. Background Glade’s biggest share of sales comes from Walmart, the biggest retailer in the United States. But the rise in online shopping is working against both brands. In fact, Walmart is in the biggest fight of its 69-year history - against Amazon which is sourcing a lot of their business - and they are feverishly re-designing the way they do business. So, we partnered with Walmart and found a way to make it possible for consumers to sample our fragrances when shopping online and to make Walmart delivery a bit more interesting and surprising. A win-win for both brands. Knowing that people shopping online are not able to sample our new fragrances like they would while browsing the aisles in a brick and mortar retail store, Glade set out to reach them through their digital journey. Describe the creative idea (30% of vote) An average of 2 million packages are sent by online retailers each day. What if we could turn these into an opportunity to sample fragrances in the US? So, we took over a crucial part of the ecommerce cycle by seamlessly intercepting shoppers with a fragrance experience as they received their online orders – we created the first ever fragrance-filled packing pillow. We transformed ubiquitous packing pillows, that typically protect online orders, into vessels that smuggle our new fragrance into people’s homes. So, when people popped the pillows to recycle them, they got to sample and interact with our new fragrance. Partnering with Walmart.com, we targeted online shoppers, and surprised them with an unexpected and fun sampling experience – that doubled as a friction-free conversion allowing shoppers to easily scan the barcode to purchase, perpetuating the ecommerce cycle. We infused fragrance and fun to an otherwise ordinary ecommerce experience. Describe the strategy (20% of vote) We intercepted specific online shoppers with an unexpected fragrance experience as soon as they received their online orders. We repurposed ubiquitous packing air pillows, that typically protect online orders, and turned them into vessels that smuggle our new fragrance into people’s homes. We created the first ever fragrance-filled packing pillow. When people popped the pillows to recycle them, they sampled and physically interacted with our new fragrance. Working with Walmart.com and their customer data, we sent these orders to people interested in air care products. Each fragrance-filled pillow featured a seamless scan-to-purchase code that allowed for instant conversion. This macro-targeted interception allowed us to surprise, delight, reach and gain new customers from the convenience of their homes. Describe the execution (20% of vote) Glade transformed ignored packing material into a branded sampling device filled with our fragrance. For the first time ever, we turned air into a direct message, experience and purchase all in one. By placing these into people’s usual online Walmart.com deliveries, we informed shoppers about our new scent in the convenience of their homes in the most surprising, direct and engaging way. These scented pillows generated immediate action, by seamlessly allowing shoppers to scan-to-purchase the product. List the results (30% of vote) In the first 4 weeks, we garnered over 11 million impressions. Additionally, during the first week after our launch, Walmart ecommerce channels experienced an 83% lift in sales for Essentials Room Mist Mandarin & Mimosa. Our initiative not only generated social media buzz, but also captured the attention and business interest of industry professionals and marketing leaders. Major shipping and logistic companies expressed an interest to partner and capitalize on our newly discovered sampling and advertising medium.
林间空地的气味
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Scent by Glade
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基本信息
- 广告战役： #S.C Johnson-推广与活动-c972#
- 广告品牌： 庄臣
- 发布日期： 2000
- 行业领域： 居家日用 , 日用品/母婴
- 媒体类别： 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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