Pantene partnered with the Weather Channel at Walgreens to deliver relevant messaging along her path to purchase based on localized weather conditions. We created geo-targeted mobile ad units with a coupon to drive her in-store where she would see a display featuring products to fix her immediate hair concerns. This program drove base and total category sales making Walgreens one happy customer.
2014 Awards: WARC100 #5 Best Global Campaign, Ogilvy ARF Best in Show, Digiday best mobile brand experience, Digiday finalist most integrated retail experience, Reggies (2 Gold, 1 Silver), Effies (1 Gold, 1 Bronze, Grand Effie Finalist), Addy (1 Bronze), ProAwards (1 Gold, 1 Silver), OMMA Finalist, IAB Mixx Finalist, Jay Chiat Silver in Best Research
Pampers Gentle Care
Pampers Gentle Care at Target
Pampers Gentle Care is sold exclusively at Target, but with little national support, awareness was pretty low. We created an emotional piece to remind natural-conscious newborn mothers how gentle their babies can be, and that they should be wrapped in Gentle Care.
Pantene + Refinery29
Pantene Holiday Styling at Target
Pantene partnered with Refinery29, her online style authority, to create inspirational, multi-platform content including hairstyling how-to videos, trend reports and more. Pantene styling products were woven throughout, so no matter her style during the holidays, Pantene was a relevant part of her playful lifestyle.
A mobile offer drove trips to Target, and at the in-store display, she could continue to engage with Pantene styling content via Blippar. Pantene styling product sales at Target increased by more than 50% vs. the holiday timeframe last year.
Vidal Sassoon: Salon Genius
Vidal Sassoon Pop Up Salon
When Arc was tasked with launching Vidal Sassoon, we wanted to make sure women knew this brand came from a real salon. To prove we were no imposter, VS stylists traveled across the country, giving women a truly unexpected experience where they already shopped – food and drug stores. Our pop-up salon event left women feeling great and helped re-establish Vidal Sassoon as THE authentic salon brand.