S.C. Johnson
Driving engagement to a multi-brand global FMCG company. S.C. Johnson's continuous support in organizing customer activations.
Boosting FMCG Sales: S.C. Johnson's Successful Customer Loyalty
S.C. Johnson is a leading manufacturer of household cleaning products and products for home storage, air care, pest control and shoe care, as well as professional products. SC Johnson brands include Glade®, OFF!®, Pronto®, Mr Muscle®, Duck®, Raid® and Ecover ®. The company currently operates in 72 countries and the brand is recognized and sold in more than 110.
The European home cleaning market is estimated to reach US$45.72bn in 2023 with an annual growth of 3.40% from 2023 to 2028. The growth of natural household cleaners in Europe is set to triple this level, with a projected increase of 11.4%. In today's competitive retail landscape, there’s a lot that brands and retailers can do to sway a shopper's decision. Research from PLMA on European customers bears this out, as a whopping 66% scrutinize prices and hunt for bargains, 39% explore alternative brands, 26% inspect the packaging of competing brands, and 19% are on the lookout for innovation.
Resources:
The Home Cleaning Industry, A Fresh Marketing Perspective, US and Europe
A global leader in the home cleaning products industry was looking for a partner to comprehensively and holistically support it in organizing promotions and customer activations in the local market. The cooperation includes activities for the brand's entire range of sub-brands, focusing on contests, lottery or sales support for new products.
The challenge is to successively build the image of the brand, its sub-brands,to activate and loyalise customers in a market of unattractive products that are bought by customers out of obligation and need. We are committed to ensuring that customers consciously choose products in the FMCG category, and just as they have favorite food brands, S.C. Johnson is to become a favorite brand and the first choice among cleaning products.
Market Analysis and Search for the Most Desirable Forms of Activation by Customers
Each loyalty project related to customer activation we start with an analysis of the market, competitors and customers. We try to find the key points that will confirm that the chosen action (lotteries, cashbacks, try me free) will work in a given business case. We also add to such analysis our experience in planning and executing promotional actions. As a result, we identify key trends and understand the profile of the customers to whom we will target the activation, and we can offer the most advantageous solution to the client. At this stage, we develop strategies and creative concepts for customer activations.
Integrated Loyalty Management: From Visual Creations to Legal and Operations.
The strategic concept is just the beginning of the work of organizing activations. Also on our side is the creation of landing pages for all activations, graphic design, UX mockups and web development. We realize all graphic materials and implement their adaptations (KV, web graphics, newspaper module, IG stories, POSM project and production). To make the client feel fully taken care of, we are also responsible for drafting the rules and regulations, legal security, and acting as the front line helpdesk.
Social Media, Infuencers, Events and More...
If the campaign requires it, we are also responsible for working with influencers and social media activations. Each time we look for the person who best fits the nature of the campaign. We plan to coordinate publications. To our credit, we also organize events and coordinate events with brands. We coordinate brand zones at festivals and run events for employees.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
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E-commerce, Marketing and Omnichannel Director
Rainbow
We have been working with S.C. Johnson continuously since 2015. By using marketing channels that engage customers, such as memorable advertising campaigns, experiential events, sweepstakes and contests, S.C. Johnson manages to keep Polish customers with it. Most campaigns are effective in creating the right level of awareness, generating interest and stimulating desire. Creative customer engagement facilitates interaction between customers and the brand, allowing customers to better understand the brand and choose it during their daily shopping.
Increase in sales of KIWI® sub-brand products
Our goal was to increase awareness of the Kiwi® brand and especially Kiwi® Sneaker Care products among a new, younger target group, i.e. Millenials living in large and medium-sized cities. Hence, in social media, the #KiwiChallenge contest under the slogan “Where Your Shoes Will Carry You,” in which the task was to publish a photo on Instagram relating to daily or long-distance travel. The communication was based on three pillars – fashion, sports and travel. In each pillar we showed that sneakers are a must have for any outfit.
Scope of Work:
- Development of creative concept for KIWI® brand activation supporting the launch of athletic footwear care products
- Outreach strategy for a new TG client - Millenials
- Engagement of Influencers, brand activation on social profiles
- Activation of the brand in a dedicated zone at Colours Run Warsaw
Launch of new home cleaning products
For the Duck® brand, we worked on the launch of new cleaning products. The campaign was based on Duck's Freshest Special Mission, which was introduced in selected dormitories of the Warsaw University of Technology. It is aimed at promoting Duck® products from the gaming edition of the limited edition as well as the “toilet game” among students.
Scope of work:
- Guerilla marketing in dormitories (branding of toilets and delivery of product supplies to selected dormitories in Warsaw)
- Activation in Cinema City (wrapping of toilets in the cinemas) and preparation of an advertising spot aired before selected screenings
- Influencer marketing startegy, selection of influencers, coordination of publications
- Creative mailing to Influencers
- Game-playing event for employees
Organizing and coordinating events with brands
For the OFF!® brand, we organized an event for Biedronka employees. The event was held at Jeronimo Martins headquarters and its purpose was to educate employees about OFF!® products through entertainment.
In turn, at the music festival in Warsaw, we created with the OFF! Mosquito Free Zone. The zone was a place of chill and relaxation. During the event, festival goers could test OFF! products and take souvenir photos with Mosquito.
Scope of work:
- Coordination of events with OFF brand presence (brand zones at festiwal, events at the headquarters of retail chains)
- Full coordination and organization of the entire zone, taking care of every detail and coordinating the work of hostesses to ensure an exceptional experience for festival participants
- Preparation of attractions and quizzes for the educational zone
Competition and satisfaction guarantee
We are running the "Tropics with OFF!® and Raid®" promotional campaign together with S.C. Johnson. As part of this activation, customers can test either OFF® or Raid® products and win money for holidays or get a refund for product purchases! We operate comprehensively being responsible for the concept of the action, landignpage and handling of applications.
Scope of work:
- Creative concept and mechanics of holiday activation for OFF!® and Raid® brands.
- Development of the concept of the cash-back action combined with a competition
- Preparation of graphic materials and their adaptation (KV, web graphics, newspaper module, IG stories, banner for Carrefour chain)
- Design and development of the action's landing page
- Development of regulations, contact with participants, helpdesk, selection of winners and dispatch of prizes
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
E-commerce, Marketing and Omnichannel Director
Rainbow
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