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Experian names Walgreens’ Red Nose Day a #SuiteLife Award finalist

BY Michael Johnsen

NEW YORK — Walgreens and its Red Nose campaign was a finalist in Experian Marketing Services' #SuiteLife People's Choice Award, which was open to all marketing campaigns that possessed that certain "wow" factor and was voted on by the audience during the awards presentation. 

“The #SuiteLife Awards is a celebration of exceptional brand experiences that add value to the everyday lives of consumers; these are the brands that are making our digital experiences easier and more meaningful,” said Ashley Johnston, SVP global marketing, Experian Marketing Services. “We are proud to have such a distinguished list of brands involved in this program and in our client portfolio. Data and technology are equipping marketers with the tools they need to create and sustain those customer-first experiences, and we couldn’t be happier to be the partner of choice for these remarkable brands.” 
 
The two other finalists included Save the Children and Finish Line.
 
Walgreens' Red Nose campaign raised more than $21 million in May through red nose and vendor partner product sales, as well as in-store donations in support of the nationwide fundraising campaign, Red Nose Day. 
 
"We knew that social media was going to be a very large part of our campaign, and we generated a lot of content in order to engage with the consumer on Red Nose Day, and NBC has done the same," Linn Jordan, Walgreens Boots Alliance director marketing, strategy and planning, told Drug Store News. "All of the tweets and Facebook posts on social media, as well as Instagram, are really terrific with everything hashtagged Red Nose," she said. "We really exceeded all of the goals that we put forth for the organization." 
 
2015 #SuiteLife Awards winners recognized include:
 
  • Finish Line – 2015 People’s Choice. Finish Line developed a thoughtful and timely marketing campaign that ran in conjunction with the college football season. Hoping to grow the College Fleece Program by 21% through email, Finish Line established a 36-email campaign that supported the sales of College Fleece at various price points. Utilizing MovableInk, SmarterHQ, and Experian Marketing Services to deliver relevant emails by leveraging personal information, geographic data, and on-site browsing behavior, Finish Line was able to surpass their original goal of 21% to 59% through email and establish a 3.25% Program Click-to-Transaction Rate;
  • American Eagle Outfitters — Best Cross-Channel Marketing Campaign.American Eagle Outfitters created a thoughtful, coordinated and omnichannel shopping experience using mobile as the central touch-point of the campaign. In an effort to appeal to its mobile-first customer base, American Eagle Outfitters wanted the program to give customers the flexibility to shop in any way they choose. For example, customers browsing through the app have the option to reserve and try a product in store and get notified in real time via email or mobile text of the product’s availability;
  • Boden — Best Real-Time Contextual Marketing Campaign. Boden developed a unique email marketing program that was 100% contextual. Real-time contextual data was used to personalize messages based on each customer’s preferences and his or her past experiences with the brand;
  • Neiman Marcus — Best Innovation Campaign. Neiman Marcus was recognized for its recently introduced mobile app, which improves the customer experience through enhanced personalization and relevancy. The app allows customers to simply take a photo from a magazine, and via a 3D image search Neiman Marcus will find equivalent items available through their website;
  • MODI Media (of GroupM) — Best “Data for Good” Campaign. By leveraging the power of addressable TV, MODI and its advertiser were able to take a traditional channel (TV) and turn it into an extremely targeted and measurable marketing channel while keeping consumer privacy and data security as the priority of the campaign. The advertiser was able to achieve a 22% increase in their customer base, an 18% increase in transactions and a 33% lift in product sales during that sales window;
  • Bass Pro Shops — Best “Insights to Interaction” Campaign, Relevant Rewards. Bass Pro Shops revived its email marketing program during Cyber Week 2014 through a campaign to reengage lapsed customers with relevant messages and offers. Leveraging identity technology, third-party data and a sophisticated audience segmentation system, Bass Pro Shops was able to reengage inactive email subscribers using past purchase behavior and preference data. The email campaign provided customers with customized offers and content for activities that they enjoy, such as camping, fishing and boating;
  • DIRECTV — Best Acquisition Campaign. DIRECTV’s Mayweather/Pacquiao text-to-enter sweepstakes campaign increased awareness, engagement and marketing opt-in numbers of its customer base on the mobile channel. Customers that opted in to the program received deals and ordered programming and executive self-services;
  • Foot Locker — Best Mobile Campaign. Foot Locker offers a distinctive mobile application that enhances a consumers’ digital experience and makes shopping and interacting with the brand easier by allowing him or her to browse unreleased sneakers, which locations will carry the shoes and when they will be available seamlessly. Most notably, the app offers Shoemoji, the world's first sneaker replica emoticons; and
  • SiriusXM — Best Creative Campaign. SiriusXM created an interactive, rewarding experience that enticed in-trial customers to share music preferences. SiriusXM could then invite those customers to events based on their favorite music decade and convert them into subscribers.
Experian Marketing Services 2015 Client Summit brought together nearly 1,000 marketers for three days of networking and educational programming focused on bringing brands closer to their customers. Featured speakers for the 2015 event included U.S. women's national soccer team player and 2015 FIFA Women's World Cup Golden Ball trophy winner Carli Lloyd; USWNT player Megan Rapinoe; USWNT head coach Jill Ellis; chief brand officer for WWE Stephanie McMahon; chief marketing officer of Digital Publishers Clearing House Jason John; graffiti artist and entrepreneur Erik Wahl; star of the film Magic Mike and television series True Blood Joe Manganiello; and founder, president and CEO of Fuck Cancer, Yael Cohen.

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DenTek promotes National Fresh Breath Day

BY Lesley Thulin

MARYVILLE, Tenn. — In honor of National Fresh Breath Day on Thursday, DenTek’s Orabrush mascot Morgan the Tongue offered fresh-breath advice on social media, while his friends — the dancing tongues — performed and dispensed samples in New York City.

Bad breath is a bigger turn off than non-stop talkers, unstylish dressing or being shy, according to a nationwide survey by DenTek and Bryant Research.

But the Orabrush tongue cleaner is out to change that, as 90% of bad breath originates from tongue bacteria, the company said. The product cleans the crevices of the tongue, loosening and removing bacteria.

“We really wanted to educate our consumers about the importance of fresh breath on your overall oral health, but in an untraditional way — something to really grab their attention and our friends, the dancing tongues do just that,” Rachel Scharfman, brand director at DenTek, said. “Beyond the physical, there are a lot of oral health concerns, including gum disease and bacteria that come from not having a healthy mouth, and it is our job as the #1 tongue-cleaning brand to help the world have fresher breath and improve their up-close confidence.”

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Daily Diversion: Heavy-metal yoga

BY DSN STAFF

Metal might not be the first genre that comes to mind when you imagine a yoga-class soundtrack, but it’s standard fare for Saskia Thode, HellaWella reports.

Thode has created Metal Yoga Bones, a Brooklyn-based class that accompanies heavy-metal music from bands like Cannibal Corpse, Carcass and Helloween with metal-inspired yoga practice.

“Death metal, grindcore, some fast black metal, and pretty much anything that is heavy and fast, is great to stand up to, to move to, and to be fierce to,” she told HellaWella.

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