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Depend
Family Caregiving Club

RAN IN: United States

CLIENT
Kimberly-Clark

Giselle Guzman, Brand Manager Shopper Marketing
Cody Duley, Brand Manager Shopper Marketing
Peter Glenn, Business Development Manager
Ryan Denner, Business Partner Analyst
Laura Plaukovich, Senior Manager of Shopper Insights

AGENCY
KC ShopperConnect *Lead Agency

Fiona Noone, VP, Account Director
Charlotte Arthur, Strategy Director
Kari Hailey, VP, Creative Director
Jowita Kostek, Associate Creative Director
Jessica Denney, Senior Account Executive


Geometry Global *Lead Agency


Digimarc


BrandShare


Triad Retail Media


Collective Bias


SUMMARY

We tripled Depend distribution by developing a custom-built test program for Sam's Club: the Family Caregiving Club. It was meticulously designed to drive conversion with an underserved, yet lucrative subset of the Sam’s Club community—caregivers who were in stores but not the incontinence aisle. We simplified “care shopping” by providing members with relevant cross-category solutions, savings, samples and exclusive content from wellness experts. By establishing Sam’s Club as their single source for support, we eliminated the need for a special Drug trip, giving back much needed time to caregivers. 

CASE VIDEO


Hero Medium: SAMPLING

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT During;BRANDED CONTENT Post;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Display Ads;DIGITAL/INTERACTIVE MFR/Retailer Website;DISTRIBUTION CHANGES Pre;ECOMMERCE Pre;ECOMMERCE During;MOBILE/TABLET Pre;MOBILE/TABLET During;MOBILE/TABLET Display Ad;MOBILE/TABLET Location-based Communications / Real Time Marketing;MOBILE/TABLET Messaging Editorial Content;PACKAGING During;PRINT Pre;PRINT Retailer Specific Publication;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE In-Store Video/Kiosk;RETAIL EXPERIENCE POP;SAMPLING During;SAMPLING In-Store;SHOPPER INVOLVEMENT Pre;SHOPPER INVOLVEMENT Consumer Generated;SPONSORSHIP Pre;SPONSORSHIP During;SPONSORSHIP Post

Audience: New Audience

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English