The Brief
- Drive sales of Pampers’ Baby-Dry
- Build on retailer partnerships
- Engage mums & reinforce the Pampers brand message
Delivery
A major challenge for any in-store activity lies with the Brand Ambassador’s ability to maximise the dwell time of consumers at their stand. This was especially so with Pampers as our staff had 3 key messages to communicate with every consumer;
1) Delivering a complicated product demonstration whilst highlighting the product benefits
2) Talking parents through the initiative of the Pampers Parenting club website
3) Encouraging the immediate purchase with the relevant voucher in-store
To prepare our nationwide teams with the skills they needed to break new ground with impact we took them to Chessington World of Adventures & trained them over 2 days. We immersed them in the brand & lifestyle of the target audience so they knew their facts & why they mattered. We gave them presentation & communication training so they were confident in-store & able to strengthen consumer interactions. We created a Pampers army & consumers responded with enthusiasm.
Results
- 96% of store managers rated our BA’s ‘8 or higher out of 10’ for professionalism & brand knowledge
- 17.2% sales uplift on the Pampers’ Baby-Dry nappy
