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2011 IMA Awards: Retail/Merchandising Tie-In
Retail/Merchandising Tie-In
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Condé Nast/Starcom: Walgreens -- More than Beautiful |
Beauty is in the eye of the beholder, but women weren’t eyeing Walgreens as much of a go-to chain when it came to purchasing cosmetics. Enter Condé Nast with its quartet of fashion statements: Allure, Glamour, Self and Vogue. The publisher, together with agency Starcom, created a campaign to elevate Walgreens’ credibility and draw attention to its specially trained cache of in-store beauty advisors. The “More Than Beautiful” campaign included a gatefold beauty calendar in the vaunted September issues of each magazine, in-store events and an online “Ask a Beauty Advisor” feature staffed by Condé Nast experts and culled for Walgreens staff. “Print allowed us to tell a great story about Walgreens, digital amplified that story and allowed consumers to participate in it,” says Christina Albee, Condé Nast senior executive director, integrated marketing. The four magazines also provided creative in-store incentives. Results were more than skin deep: 63% of those who interacted with the campaign said Walgreens is a great place to shop for beauty products, and 34% said it is now their favorite place to shop.
Fast Fact: Purchase incentives included a Condé Nast branded bracelet, Allure hair elastic ball and Self-created beauty pouch for Neutrogena.
Honorable Mentions:
- Hearst—Food Network Magazine: Food Network Magazine Cookbook
- Lucky Magazine/Condé Nast: GapKids & LuckyKids: Must Haves
- MediaVest: Readers Choice Award Ownership
- Real Simple - Time Inc.: CVS—Beauty Solutions from the Experts
Back to min's 2011 Integrated Marketing Awards
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