CASE STUDY: Andrex Clubcard Millionaire
Provided by smp
How we created a winning cross brand promotion for Tesco shoppers.
What was the Challenge / Background of the Campaign?
Kimberly-Clark wanted to increase take-up of their three key brands, Andrex®, Huggies and Kleenex® in Tesco stores by offering shoppers added value through the first cross-brand promotion to be run with Tesco. Toilet tissue, nappy and tissue shoppers have been trained to look for deals on the leading brands. Tesco Millionaire provided value and attracted the shopper's attention, without costing as much as a full discount promotion.
What was the Campaign Objective?
Our challenge was to create a promotional campaign that understood the buying behaviour of shoppers purchasing key Kimberly-Clark products by offering them value when purchasing all three products in one trip. Our objectives were to create differentiation and excitement in the household category and Tesco stores, generating value for Tesco shoppers without price promotions. Also to drive repeat purchase, encourage consumers to shop across all SKU variants and increase footfall and loyalty to Tesco.
What was the Solution?
Given the key objectives were to offer value to shoppers and drive loyalty and footfall to Tesco, we worked with Kimberly-Clark to devise a sales promotion linked to Tesco's loyalty scheme, Clubcard and the Buy, Scan, Win mechanic, available in-store and online. Featured across 14 different SKUS for 12 weeks, the promotion offered the chance to win a share of a million Clubcard Points each week, creating 2,400 winners during the promotional period. The Buy, Scan, Win mechanic offered ease of entry instantly at checkout, increasing the probability of entry among shoppers.
What were the Results?
The promotion achieved pack sales across all brands exceeding £7 million. There was a total entry rate of 63.2%, the highest in any Buy, Scan, Win campaign. There was a 15.5% increase in pack volumes versus the promotional forecast.
What were the Key Learnings of this Campaign?
The high-value offering was aspirational, appealing to shoppers' perception of value, whilst the high volume of winners generated by the weekly draw created an effective incentive for repeat purchase across all SKUS. The link-up with Tesco Clubcard was appropriate for Tesco shoppers and provided a unique opportunity to data-capture.