Ziploc Accessory Bags
SC Johnson has a large family of tried and true products, however they were finding that customers were not returning to purchase new products as often. Customers would buy cleaners or storage products and they would not repurchase for long periods of time because of the limited usage occasions. Walmart was tasked with growing sales for SC Johnson brands via new use cases for established brands. One of the brands SC Johnson was focused on was Ziploc. To change the view of Ziploc, for the last decade SCJ has launched different trendy bag designs to appeal to numerous audiences.
Walmart needed to increase sales, find new customers and establish unique buying opportunities. To drive incremental sales we created a solution: Insight-Driven Creative and Unique Targeting. We mined Walmart shopper data to identify trends allowing us to position products in unique ways. During the certain seasons we found a large rise in buying behavior. During the holidays we saw an increase in baking ingredients and toy searches. Around back to school we saw increases in beauty and fashion. Because of this we placed Ziploc ad creative on search pages so as customers were searching for certain items, there became a natural association with Ziploc. When buyiing toys for the holidays, Ziploc was there as a storage opportunity with containers and bags. For back to school, these bags were the perfect trendy to-go container for makeup and other beauty products. This evergreen initiative included unique targeting and traffic driving creative to a custom Ziploc page that showcased the stylish bags and inspiration to use them.
Results
+12.15% sales lift
52% new buyers (benchmark being 25-35%).
Role: Co-Creative Director
Company: Walmart Connect, in partnership with SC Johnson and The Marketing Store
Through specific placements we showed that whether its makeup, accessories or costumes, Ziploc has storage solutions that organize and fit your personality.
