WILKINSON SWORD

Live Like Lucy On-Pack Promotion

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The Challenge

As a challenger to the market leader Wilkinson Sword have to think differently to achieve cut through, amplified by the fact that their sector is extremely competitive and target a consumer that is notoriously tricky to impress.

The Solution

A money can’t buy on pack offer leveraging the made in Chelsea’s Lucy Watson, an offer sure to engage and motivate even the most cynical members of our audience.

Market insight and qualitative research was used to pinpoint the moments to engage in the consumer journey.

A mix of targeted social posts, digital display and magazine wraps was used to seed awareness of campaign ahead of the in store experience.

Disruption in store was created through on-pack wraps and off fixture POS.

The entry mechanic closed the loop driving the consumer to a microsite, capturing data of engaged users to be targeted by ongoing activations.

The result

Rate of Entry

5%

Sales Uplift

21%

Engagement Levels

17%

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