change the way you clean.
In the competitive realm of floor care products, Walmart sought to enhance its offerings in the face of a dominant player, Swiffer. Recognizing the need for innovation and competition, STAINMASTER® stepped up to the challenge. Introducing a full line of Quick Clean Floor Care products, STAINMASTER aimed to carve out its space in the market with a unique selling proposition – the innovative “flexible wand” – offering consumers a compelling reason to switch from established brands.
The primary objectives were twofold: first, to penetrate new households within the Walmart consumer base, and second, to entice existing users of competitor products to switch to STAINMASTER Quick Clean Floor Care. Research indicated a need to disrupt consumer habits and encourage them to reconsider their refill choices, presenting an opportunity for STAINMASTER to capitalize on.
Walmart Launch Strategy:
The campaign rollout was an omnichannel approach:
Paid Media Activation: STAINMASTER strategically deployed paid media across various location-based platforms to amplify brand messaging and product benefits. Targeted advertisements near Walmart stores emphasized the unique selling proposition of the “flexible wand,” positioning STAINMASTER Quick Clean Floor Care as a superior alternative to existing options.
Retail Media Integration: Recognizing the significance of Walmart’s retail environment, STAINMASTER implemented a tailored mix of retail media tactics to reinforce brand presence and drive conversion. From in-store displays to Walmart.com banner ads, every touchpoint was optimized to capture consumer attention and stimulate purchase intent.
Promotional Offers: These incentives served as a compelling reason to switch, encouraging consumers to experience the superior performance of STAINMASTER Quick Clean Floor Care firsthand.
+ Rethinking The Refill
From the movie above, used in location-based paid media, to the roaming demo shown below, we intercepted shoppers throughout Walmart.
+ Change the Way you Clean in Aisle
Transformed wayfinding and displays to provide solutions and visualize product benefits.
+ Paid Media
Highlight innovation at nearby Walmart stores with disruptive photography and in-store video.
+ E-Commerce Consistency
The campaign is consistently articulated in-store and on Walmart.com.
+ Paid Social Media
Pinterest pet cleaning hacks and official testimonials from dog moms encouraged followers to rethink their refill and change the way they clean with STAINMASTER.
Influencer Blogs
+ STAINMASTER Results
The STAINMASTER “Change the Way You Clean” campaign delivered tangible outcomes, exceeded expectations and fulfilled the objectives at Walmart and was made to scale.
Walmart Category Sales Increase: The campaign contributed to a significant uptick in category sales, achieving a remarkable 3% increase. This growth not only met but exceeded the expectations of the Walmart buyer, reaffirming the effectiveness of the strategy.
Meijer
Stop & Shop