STEPHANIE SMALL-ROSS
COPYWRITER
PC Optimum Announcement
Brief:
Notify customers that Shoppers Optimum and PC Plus are becoming PC Optimum. Inform customers about the benefits of the PC Optimum program and, more importantly, communicate that their points are safe.
Concept:
Shoppers Optimum was the biggest, most loved rewards program in Canada. As the lead writer for most of our Optimum promotions, I was given the high honour of communicating the change to our loyal customers. It was not a small or easy task. This project was my main focus for almost a year. I acted as the champion for the customer by ensuring that the legal point of the campaign did not overshadow the language and tone of Optimum. The campaign needed to be friendly, warm and exciting!
Executions:
In-store, direct mail, social, radio, out-of-home, flyer, email, website etc.
Grocery Campaign
Brief:
Promote the food category by making an emotional connection to the customer.
Concept:
Most grocery customers at Shoppers Drug Mart are quick-trippers who grab spaghetti while they're picking up their prescriptions. They can't really make a grand feast with what's available, but maybe they can make a quick, easy dinner so they can spend time with their family. This is how I came up with the Make concept. "Make" became a constant word throughout the campaign, either promoting the meal you could create with the ingredients found (make spaghetti), or the emotional benefit that could be achieved because you bought these products in a such a convenient way (make time for family). I was also the researcher, writer and editor for the online experience, often creating the recipes and quick meal solutions.
Executions:
Online hub, in-store, out-of-home, owned and paid media.
Results:
The campaign was met with huge success. Customers were even trying my recipes! We are in the process of fine-tuning the concept to be more convenience focused.
Nail Campaign
Brief:
Promote the nail category for summer/wedding season.
Concept:
My AD partner and I were given free range to come up with the concept and executions. Taking inspiration from the latest trends, we created 4 looks that corresponded to the participating products. I researched the different techniques and facts about nail care in order to develop the how-to takeaways and hub experience.
Executions:
Online, videos, takeaways, in-store, out-of-home and paid media.
Results:
This campaign was well received by front store managers and customers. There was an increase in the sale of nail products during the campaign and we received many positive reactions to the videos.
