How to activate USP Partner Shopper for Persil and Perwoll
In January, Henkel highlighted the laundry detergent expertise of Persil and Perwoll through a nationwide brand festival at Coop. USP Partner was responsible for the entire conception, planning, and implementation of the integrated shopper activation campaign, which featured creative point-of-sale solutions and in-store promotions.
Henkel opened the new year at Coop with a strong presence at the point of sale: in calendar weeks 2 and 3, a Switzerland-wide brand festival was implemented that focused on the detergent expertise of the Persil and Perwoll brands. The full-service marketing agency USP Partner was responsible for the conceptual and operational aspects of the project.
Emotional activation in top stores
Right from the early phase, USP Partner supported its client Henkel conceptually with the challenge of how to make the brand festival in the Coop stores more emotional, visible and relevant. In addition to the overarching campaign communication, additional POS activations were developed for selected top stores.
With creative visibility solutions and POSM, USP Partner ensured high-impact campaign communication and also provided the right in-store activation at Coop with open-space promotions.
https://youtu.be/VJgdX-zCU_0
Knowledge transfer with a playful approach
A playful approach was used to show the target group what to look out for when washing and what to consider when choosing the right detergent. In addition to personal advice on site, this washing knowledge was also communicated via a specially created landing page, where the knowledge acquired could then be tested in a digital quiz and, with a bit of luck, a year's supply of Persil and Perwoll could be won.
USP Partner was responsible for the entire concept, planning and implementation.
