The Challenge
Shoppers Drug Mart launched a new initiative in 2018 bringing attention and understanding to its new Personal Care products. The ask was to create a memorable experience generating buzz, excitement and shareable content ultimately driving to store for purchase – educating consumers on products in a fun, engaging way leading them to try/buy. The goal was to position Shoppers Drug Mart as THE destination for ‘new’ products and drive discovery/trail of 'new' and Shoppers Drug Mart helps you cut through the clutter of new products by curating the latest and greatest.
When looking for personal care products, people used to rarely search for “best skin care routine for 30s” or “best anti-aging skin care products.” Consumers are now looking for products that are “best for me.”
Advice-seeking has become more personal, meaning sometimes it’s product decisions we’re after, and other times it’s more lifestyle related.
The Shoppers Drug Mart Innovation Lab was created where consumers were able to engage with new products through direct interaction trials by answering a targeted Lifestyle Quiz and having new personal care products delivered in a unique, innovative and futuristic way.
Upon arrival, consumers were greeted by an Innovation Ambassador who engaged them with a digital quiz to answer multiple choice lifestyle and personal care questions. Through an algorithm, the Innovation Quiz generated four products that uniquely benefited each consumer.
The recommended full-size products were then delivered to down a custom conveyor belt to the consumer, inside a personalized reusable bag. Innovation Ambassadors were able to demonstrate the products, delivering their benefit message and providing a text code for a bonus offer to drive them in-store.
To further sustain the overall reach of the program, we partnered with six influencers to share original social and blog content promoting the activation in advance of and during the event. The engaging content consisted of an Instagram post promoting the upcoming activation, contesting and new products, Instagram stories of each influencer at the event and a follow-up blog post to announce the contest winners and new products they were excited to see in store.
