Effie Award Winner: Boxed.com Olympics

Looking for a way to connect with Millennials, Procter & Gamble created a promotion that introduced a new way of shopping for Millennials – buy beauty and household goods in bulk on Boxed.com.Millennials, although digitally empowered and a group that prides itself on doing and thinking beyond the status quo, habitually shop for bathroom, laundry, cleaning and other household goods at retail as they need them, P&G learned through shopper insights work. The promotion nudged the group to rethink how it shops, garnering a whopping 30% jump in sales during the promotion’s run compared to the three weeks prior. Year-over-year sales grew by 7%.The Boxed.com promotion leveraged the brand’s partnership with the Olympics and the personality of snowboarder Louis Vito. Urging shoppers to “Think Big,” the campaign used Vito in every piece of communication and touted an offer for a free Team USA backpack to be delivered with three or more P&G products purchased on Boxed.com. When shoppers received their Boxed.com box at home, a personalized thank you card from Vito was included, adding a touch of personalization.Primary elements of the campaign included three different videos featuring Vito shopping different P&G categories. They ran on the P&G landing page on Boxed.com as well as within social posts by P&G and Vito himself, and inside various digital media. P&G also delivered email blasts to 1.4 million loyal P&G shoppers, and Boxed.com sent an email to 770,000 loyal P&G shoppers. Ads ran on mobile and desktop.P&G aimed to overcome low category engagement and to increase sales among Millennials as well as drive more awareness around e-tailer Boxed.com. The effort exceeded all objectives and delivered some of the best results among all of P&G’s Olympic activations, according to the company.

P2PI MEMBERS

JOIN P2PI

You May Also Like

From Passive to Interactive: Revolutionizing Retail Engagement

2023 OmniShopper Awards: Digital