SMP help raise over £1 million for Tesco's charity of the year 2010/11 CLIC Sargent and motivates shoppers to buy Andrex®
Tesco's charity of the year for 2010/11 was CLIC Sargent. Tesco supported them throughout the year and with a Charity 'Event' starting in January 2011. Kimberly-Clark supported the event as part of the on-going 'Collaborative Working' between Kimberly-Clark and Tesco.
Our job was to extend the successful retailer/brand relationship to the Shopper by creating an engaging promotion to motivate people to buy Andrex® and help Tesco raise money towards their £1million target for CLIC Sargent.
We created a "Get Your Paws on a Limited Edition Puppy" promotion which featured in-store for 3 weeks in October 2010. This was so successful that a 2nd promotion was activated, supported by experiential activity. We also organised a fun filled in-store event featuring a free prize draw to win a Giant Andrex® Puppy speaking to Mums and keeping kids captivated. We used Facebook to engage with over 200,000 Shoppers and tell them when & where the regional events took place. Finally, Andrex® donated a Giant Andrex® Puppy for display and auction at the Royal Albert Hall.
The campaign raised £105,036 for CLIC Sargent. The CLIC Sargent Puppy auctioned at the Royal Albert Hall raised £1,692.73 for the charity. 20% of people participating in the promotion redeemed the offer more than once.
The in-store event was a great success and drove a significantly higher volume of pack sales.