CPM

Kimberly Clark Experiential Sales Promotions

 

THE CHALLENGE

RA Live and Retail Engine were engaged to create a new and innovative way to bring the Viva brand proposition of "clever and innovative" cleaning to life via in-store activations

 

THE CPM SOLUTION

An enhanced experiential sampling experience was achieved through a dual approach:

Redesigning the demonstrations units to create custom wraps which transformed the shape and style to suit the product range.

Using the power of innovative technologies to maximise engagement and conversion.

A sensory experience was achieved with the combination of the visual impact of the unit and LED signage tp attract customer's attention from a distance.

RESULTS / ROI

  • In-store activations have achieved an average 35% sales conversion rate since launch in March 2011.
  • This is a significant boost to the standard cleaning category in-store activation benchmark of 10-15% sales conversion.
  • Focus product sold out in the first few weeks of the campaign as a result of the integrated campaign which included TVCs and in-store activation.

"Innovative in-store activations achieve 35% sales conversion rate"

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