Day 1: Insight and Innovation Awards
Day 2: Impact and Best in Class Awards
Best In Class Award P&G
Always Infinity, “Girl Talk” Campaign
From channel sales to R&D, consumer insights provide ground truth to guide Procter and Gamble’s brand strategy. The Always brand team embraced the conversation with their customers in a “Girl Talk” campaign, closing the gap between manufacturer and consumer.
Little did Ashlee from Boston know that she left her review, she would be the catalyst for an entire campaign. With the concept of using real voices, the brand team incorporated reviews across all media touch points and launch a national advertising campaign in partnership with their ad agency Leo Burnett. As a result customer sentiment rose to an all-time high (4.5/5) with a 450% increase in customer conversations across all channels.
By leveraging the voice of the consumer, P&G is putting their customers at the heart of their business
Impact Award Walmart Canada
When Walmart Canada took a look at the customer experience on their digital properties they saw an opportunity to better support buying decisions by ensuring that no shopper questions sit unanswered on product pages. Walmart Canada decided to open up the lines of communication between their vendors and their shoppers.
On all live SKUs on the Walmart.CA site, manufacturers respond to shopper questions about size, weight, accessories, and other aspects of the product, and recommend other products on their product pages – improving conversion, and average order value.
With over 405 suppliers signed up, representing over 565 brands, Walmart Canada has shown significant thought leadership for the retail industry with this efficient and impactful brand engagement program.
Innovation Award Jarden
Jarden, a world-class organization built on innovation and a customer experience, out did itself with the Crock-Pot brands team recent “Crock-Star” campaign.
The key driver to Crock-Pot.com was recipes, so brand team created an integrated marketing campaign to find the next Ultimate Crock-Pot Crock-Star leveraging the Bazaarvoice stories campaign feature. The contest was promoted across all traditional, digital and social media increasing conversion for Crockpot by 114% as well as revenue by 304%.
With the success of the innovative promotion of Crock-Pot Cook Stars, Jarden and the product brands teams plan to leverage the momentum across product lines for future campaigns.
Insight Award The Container Store
The Container Store leveraged customer and product data collected through reviews to transform Marketing, Merchandising, Product Design and Customer Service. These insights allowed the team to work closer with their suppliers to deliver the highest quality products at the best prices for their customers.
For example: The Container Store was able to quickly identify customer concerns on a 30-pocket-over-the-door shoe bag, and then work with the supplier to address the root cause and take action for future orders.
The Container Store relies on quantified customer feedback to develop better ways to enrich their customer’s experience.