With their “Born to Move” campaign, Dr. Scholl’s was repositioning themselves to be less of a foot treatment and more of a catalyst for better movement. They needed an activation program that would be ownable to Walmart, garner incremental display support and deliver the growth they wanted.
Solution
In Step with Our Soldiers
We knew that Walmart is a leader in supporting our nation’s heroes, with a $40mm commitment to military and veteran programs across the U.S. Realizing that no one moves harder than an active combat soldier, who can carry up to 100lbs of gear and can march up to 20 miles a day, we hit upon the perfect way to represent the importance of mobility and connect with the hearts and minds of patriotic Walmart shoppers.
We turned a previously highly functional purchase into an emotionally driven one, giving these shoppers a platform to show their support for our soldiers with an exclusive Buy One, Gift One offer that allowed them to experience the benefits of Dr. Scholl’s and get IN STEP WITH OUR SOLDIERS.
Consumer to Shopper Insights | Strategy Development | Creative & Design | Customer Integration | Shopper Marketing | Media Planning | Digital & Mobile Integration | Cause Related
