Introduce “Scotty” in-store, create awareness, educate the market, allow for child-brand interaction, induce trial through sampling and purchase of Scotts Emulsion by moms
The target market was both mothers age 25 – 34 and kids aged 1 – 10 in the middle LSM’s. The activation had to ensure the brand communicate qualities of family oriented, warm and loving through the theme and promoter selection.
A mass in-store promotional campaign, based on the success of the previous campaign run in 2009, along with other BTL and ATL media was run. The store selected were 74 Dischems across 6 regions with a total of 104 shifts.
The brand ambassadors were dressed in the sailor theme to further entrench the brand and the character in the minds of the target market. They were trained thoroughly on the products benefits in order to educate customers on the benefits of the product.
Awareness, sampling, education and child-brand interaction nationally.
Over 4500 children sampled the product.
Sales have increased by 300% the period of the promotions.
Insightful customer feedback has been gained to add to the brand research database.