Effie Case Study: Family Caregiving Club
Lead Agencies: KC ShopperConnect; Geometry Global
2018 Shopper Marketing Effie Award: Omni-Channel Shopper Experience (Gold); Single-Retailer Program, Other (Silver)
Caregivers offer up so much time and energy for the people they’re caring for that it can be overlooked just how stressful shopping for someone in need can be. Kimberly-Clark and the Depend brand call this “care shopping.”
To ease the care shopping trip, Depend tested out a program at Sam’s Club that supplied caregivers with a one-stop shop of free samples and medical advice called the Sam’s Club Caregiver’s Kit.
The kit included a range of important products for caregiving, not just Depend items. It gave shoppers samples of bandages, Kleenex, Ensure and more, as well as a flipbook of helpful advice from Caregiver Action Network. Caregivers who grabbed the kit went to the pharmacy to pick up the flipbook. Also in the pharmacy was an interactive “caregiving” kiosk that linked club members to an online portal of information and an “endless aisle” of products to buy to make their caregiving needs easier.
As far as pre-shop tactics, Kimberly-Clark and Depend reached Sam’s Club shoppers through social influencers, print ads and articles in the store’s magazine, Sam’s Club Healthy Living Made Simple, and with digital banner ads on the Walmart Media Network.
To measure the program, K-C looked at comparable store growth, category growth and the expanded distribution of the brands involved in the kit. The Depend brand gained loyalty of caregiving members of Sam’s through this program that surrounded the caregiver with expert advice, curated caregiving samples and content through in-store materials, pharmacy tools, Depend packaging and online.