Best practice from SMP
Andrex - the nations’ favourite toilet tissue brand, unveiled its most luxurious toilet tissue ever; Andrex Shea Butter. This new toilet tissue, launched in February this year offers consumers a more sensorial experience, since each sheet is enriched with Shea Butter.
Multi-disciplined Marketing Agency SMP was tasked with creating an in-store promotional campaign to support the official launch of Andrex Shea Butter. The overall objective was to create strong consumer appeal, increase awareness and drive sales. In addition, the campaign needed to reinforce the value positioning (value = price + quality) communicating to the consumer the silky softness of the new product with the proposition ‘Feel Fabulous with Andrex Shea Butter.’
SMP developed a sampling campaign for roll out in Tesco, Sainsbury’s and Morrisons across the UK. To create a strong impact within a limited budget, SMP recommended implementing a partnership marketing strategy to maximise awareness and drive sales.
The agency explored a range of products that would complement Andrex Shea Butter, and after much research, rationale development and negotiation, Radox Nourish Shea Butter hand wash was identified as being the most appropriate partner.
It was clear from the outset, that both brands had strong synergies such as similar tone of voice, good heritage and credibility as well as enjoying a leading position in their respective categories.
Since they also faced similar challenges on the level of competition in their respective markets, this partnership was deemed highly conducive for the campaign as it would entice consumers and encourage purchase.
In addition, as Radox was looking to reposition itself in the marketplace and change its’ consumer perception, this partnership marketing strategy also enabled the brand to achieve its own objectives as well as support the Andrex® Shea Butter campaign.
SMP launched the new Andrex Shea Butter in store campaign supported by Radox, in 300 Morrisons, Sainsbury’s and Tesco stores across the UK. From June to July, three sampling days were organised; 6 June in Morrisons, 20 June in Tesco and 4 July in Sainsbury’s.
In each supermarket, sampling stands allowed consumers to touch and feel the quality and ‘feel fabulous’ attributes of the product and receive a leaflet complete with money off next purchase coupon. Consumers were also given a free gift of a full size (300ml) Radox Nourish hand wash with each Andrex Shea Butter purchase.
The leaflet also drove consumers to the website, Andrexsheabutter.co.uk, where they had the opportunity to enter the official competition to win a free spa trip complete with exclusive Shea Butter treatment, and were then driven to purchase Shea Butter knickers – this demonstrates the tight integration of the campaign.
The results were outstanding and demonstrated how two leading brands, working successfully in partnership, can provide reciprocal support to increase awareness and drive a strong uplift in sales. The partnership also allowed both brands to achieve standout in their category as well as cross-pollination in each other’s aisle.
Morrisons reported a phenomenal 2048% sales uplift over the 4 weeks after the sampling activity, with a 36% conversion rate. Customer feedback included positive comment on both the campaign as well as quality of the Andrex Shea Butter product. Feedback indicated that the free Radox giveaway, actively encouraged consumers to purchase the product.
At Sainsbury’s, sampling also proved highly successful with a significant incremental sales uplift of 306% on the sampling day alone. The supermarket also reported a higher than average conversion rate from sampling to purchase of 73% - in contrast to the category average of 22%. Equivalent sales uplifts were also reported by Tesco as a result of the activity.
Aside from the sampling and purchasing activity, the campaign also had a significant effect of driving consumers to the website. Andrex received 8,000 unique visitors to the Andrex Shea Butter competition page of the website and over 2,500 competition entries.
Overall, as a result of implementing a partnership marketing strategy, an additional 51% of campaign value was created on top of the campaign budget.
“This campaign effectively demonstrates how two leading brands, with such strong synergies, can provide mutual support to both increase awareness and create such an impressive uplift in sales,” said Andrex Shea Butter Brand Manager, Maylis Galeano.
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