2017 Bronze Best use of Door Drops

Communicator London

Client: Arm & Hammer

Open White

Campaign overview

The toothpaste market had become reliant on the tyranny of 'two-for-one'.

Arm & Hammer wanted to rise above that with a message built on product efficacy and unique ingredients.

Strategy

Teeth-brushing is part of everyone's daily routine.

Yet brand loyalty is remarkably low for such an ubiquitous product. As the trend for teeth-whitening has taken hold, the number of products has proliferated even further and consumer choice is now even more difficult.

Communicator London looked outside the store to create desire for Arm & Hammer beyond simple price points. The product has unique attributes in its baking soda formula. The baking soda reacts gently in your mouth, creating a zingy, long-lasting feeling.

The product is premium-priced compared to more 'everyday formulated' competitors. This drove the targeting strategy. Aiming the campaign at the wealthier, early-adopting households in the vicinity of Arm & Hammer stockists would be the sweet spot.

TGI modelling gave Communicator London distributions of likely purchasers. They overlaid this onto the footprint of stockists, within a one mile radius, and this gave the team their door drop distribution map.

Creativity

Communicator London used that unique clean feeling that comes from brushing with Arm & Hammer, and created a strong visual, brought to life with gently rolling 'explosive clouds', evocative of the deep clean refreshment.

The refreshing feeling was further dramatized with a chance to win an exhilarating balloon ride. In keeping with the product's gently refreshing efficacy, prize winners would get to experience the cool, exhilarating rush of cruising through white clouds.

A money-off voucher also helped reinforce re-purchase.

Results

Results were gathered from an e-survey that was sent out to people four weeks after the sample dropped. Data was collected via a promotion included on the leaflet. Around 4,600 names were captured off the back of the promotion.

95% of people recalled the sample, 85% of people went on to use it, and 65% of the people who received the sample went on to purchase Arm and Hammer.

The same creative also ran in-store at local pharmacies in the catchment area. Data showed that, in tandem with the door drop, this led to a 37% increase in sales.

Team

Tiziano Pilustri (Designer) Communicator London - Rosanna Piazzini (Designer) Communicator London - Danielle Smith (Group Account Director) Communicator London - Lloyd Nicholls (Account Manager) Communicator London - Jason Andrews (Creative Partner) Communicator London - Richard Southon (Managing Director) Communicator London