Cartology, the retail media arm of Woolworths, in partnership with Kimberly-Clark, launched a “touch and feel” point of sale baby campaign to promote the Huggies Pure and Sensitive nappies.
The campaign involves a "touch-and-feel" aisle fin with a tactile cloud cutout, giving customers an opportunity to “test” the product designed for sensitive skin.
There is a targeted pre-store loyalty offer to help keep the product top of mind for consumers, with 87% of nappy purchases being pre-planned.
The activation has seen a 20% customer uplift, 25.5% units uplift and a 13% sales uplift. The campaign also reached 11.7 million online impressions.
Cartology’s general manager of commercial and strategic solutions, everyday needs, Robbie Lawson said the campaign creates a meaningful in-store experience for customers.
"This campaign is a fantastic example of strategic partnerships, customer insight and innovation coming together," he said.
"By working closely with Kimberly-Clark, we were able to create a unique omnichannel experience that connects with customers, not just through media, but through a meaningful in-store interaction. This is what truly effective, omnichannel Retail Media looks like, and we're thrilled with the results."
Head of shopper experience at Kimberly-Clark, Rebecca Morle, said the campaign goes beyond product promotion and represents a new, “powerful way” to connect with parents about the product line.
"Our commitment to innovation goes beyond just the product; it's about how we connect with parents and raise awareness for a solution that genuinely addresses a need for sensitive skin," said Morle.
"This campaign gave us a powerful way to test and learn with a new format that puts our product at the very centre of the customer experience, and the success of the tactile aisle fin proves that great ideas, combined with strong partnerships, resonate."
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