1. Procter & Gamble and inMarket Partner to Drive Purchase Intent
“With inMarket’s mobile platform, we raised purchase intent and brand awareness at a significantly lower cost than
other media options. inMarket's mobile programs are an effective and efficient ways to reach consumers on a
large scale.” -- Joy Mead, Associate Marketing Director, Procter & Gamble
Strategy
In early 2012, Procter & Gamble, the multinational manufacturer of products ranging from personal care,
household cleaning, laundry detergents and disposable diapers, was eager to test the rapidly-growing mobile
shopper marketing space. With goals of lifting purchase intent and raising brand awareness, P&G tapped
inMarket’s shopping app CheckPoints -- to reach more than 20MM mobile-enabled shoppers. Together, inMarket
and P&G launched an in-store mobile program through CheckPoints that featured 14 major brands, including
Crest, Scope, Gillette and Old Spice. Of particular interest to P&G was the segment of “millennial moms” who are
notoriously difficult to reach via traditional media channels like print.
Execution
The campaign was deployed in grocery stores across the U.S.from February -- May, 2012. Consumers were first
alerted of the promotion through opt-in push messages, mobile banner ads and social media. Upon visiting a
store, shoppers were alerted to P&G products via CheckPoints -- which functions as a “virtual end cap,” cutting
through product clutter and delivering the message directly into the hands of the consumer. As a result,
thousands of shoppers actively sought out P&G products and scanned them at the shelf. With the product in the
hands of the consumer, inMarket then delivered a customized message alerting each shopper to other
participating P&G products.
Results
inMarket’s in-store engagement program lifted purchase intent by double digits for all 14 products
involved. Overall, P&G products were scanned more than 300,000 times in less than three months.
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Confidential. Patents pending.
Copyright 2010