CLIENT
Unilever
Jayme Jansky, Team Lead, Shopper Marketing
AGENCY
Holly Meloy, Executive Vice President, Managing Director
Shari Rafferty, Senior Vice President, Account
James Phillips, Group Creative Director
Pamela Chupka, Vice President, Account
Tachea Corbett, VP, Strategy
Tara Rossi, Vice President, Creative
James Mills, Associate Creative Director
Ryan Agee, Associate Director, Media Strategy & Planning
Maddy Higgins, Senior Designer
Lindsay Ruddy, Associate Creative Director
Josey Yun, Senior Designer
Jaaini Brinckerhoff, Account Supervisor
Julio Toainga, Project Manager
Jessica Hensley, Senior Art Director
Jessica Van de Loo, Art Director
Christian Berg, Junior Art Director
Lauren Guididas, Senior Account Executive
Josh Bablin, Account Executive
Molly Barth, Junior Strategist
Mindshare
Mirum
Don Jagoda Associates
SUMMARY
Shoppers don’t trust that Dollar General has the same quality personal-care products as traditional retailers—she worries shopping for value means sacrificing quality. To prove that Dollar General meets her personal-care standards, Unilever offered a FREE Beauty Bag—aligned with Dollar General’s Beauty My Way platform—filled with quality personal care samples. Shoppers also received exclusive yearlong digital offers. We boosted trust and trial, increasing the number of personal-care baskets at Dollar General and enticed thousands of shoppers to buy Unilever products at Dollar General for the first time.
