Mrs. Myer's Clean Day Scrubs up an In-Store Strategy - Event Marketer

Mrs. Myer’s Clean Day Scrubs up an In-Store Strategy

2016_Ex_EX_Shopper_Meyers
Brand: MRS. MEYER'S CLEAN DAY
Agency: ON BOARD EXPERIENTIAL MARKETING
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2016

In-store displays often involve just that—displays. There’s a brand ambassador, a taste here or a spritz there, and consumers are told what aisle to find the product in. When Mrs. Meyer’s Clean Day set out to boost sales in Whole Foods’ Chicago market, it created an experience that would highlight the brand’s best features—the smells—and make it a no brainer by handing over the product and a sweet coupon. The results? Dramatic: a 1,271 percent increase in average daily sales. Smells like success to us.

The activation was made from reclaimed barn wood, celebrating the brand’s “organic values.” Potted plants were placed alongside product. Brand ambassadors led each consumer through a simple guess the scent game, showing pictures of herbs and plants like basil and lavender, and matching it with Mrs. Meyer’s hand soaps. The prize: sheets of organic seed paper with embedded herb seeds, ready for planting and watering at home. Each paper contained recipes that called for the herb, along with information about Mrs. Meyer’s products.

Mrs. Meyer’s wanted to emphasize especially among female shoppers ages 25-40 how its products make the cleaning process enjoyable. And so the experience culminated with the brand’s signature refreshing engagement: a fully functional white sink where visitors washed their hands (an engagement that toured Chicago festivals). With a 30-percent-off coupon in hand, consumers could then take a product from the activation and place it right into their shopping baskets. Now that’s what you call cleaning up.

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