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Scent by Glade

Scent by Glade | S.C Johnson | 奥美 | Ogilvy
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 家居与日用品
媒体:推广与活动
风格: Minimalism
说明cnen
Why is this work relevant for Direct?

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.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
银奖 直效
Use of Ambient Media: Small Scale
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