Integrated Path to Purchase Activation

Awarded to a shopper engagement program that drove superior results by effectively reaching shoppers at multiple touch points in their path to purchase. The program must include (but is not limited to) activation through both digital channels and brick-and-mortar stores.

In-Store Marketing: Product Display (Temporary)

Awarded to a shopper engagement program executed within the brick-and-mortar store environment that was driven by a unique secondary product display that captured attention and drove incremental sales during a short-term promotional window.

In-Store Marketing: Product Display (Long-term)

Awarded to a shopper engagement program executed within the brick-and-mortar store environment that is driven by a unique product display designed to capture attention and drive incremental sales over an extended period of time.

In-Store Marketing: On-Shelf Campaign

Awarded to a shopper engagement program executed within the brick-and-mortar store environment that is driven by a secondary shelf display or at-shelf signage designed to capture attention and drive incremental sales over an extended period of time.

In-Store Marketing: Digital Activation

Awarded to a shopper engagement program executed within the brick-and-mortar store environment that used digital tools to capture attention and drive incremental sales. Digital tools can include (but are not exclusive to) digital signage, mobile apps and near-field communication/geotargeting techniques. These tools could have been used as stand-alone tactics or in conjunction with product displays and signage.

In-Store Marketing: Store/Aisle Reinvention

Awarded to a store redesign that enhanced shopper engagement and increased sales by reimagining a complete store, aisle, department or product category to facilitate the act of shopping and enhance the overall shopping experience.

Digital: Digital Media Activation (Non-Retail Media)

Awarded to a digital shopper engagement program that drove superior results through the use of brand-owned or third-party marketing tools and platforms.

Digital: Retail Media Activation

Awarded to a digital shopper engagement program that drove superior results through the use of retailer-owned or commissioned tools and platforms as part of an orchestrated retail media network buy.

Digital: Mass Media Activation

Awarded to an effective shopper engagement program that used mass media advertising (TV, radio, print, out-of-home) as a key tactic for shopper engagement.

Digital: Social Media Activation

Awarded to an effective shopper engagement program that used social media communication as the primary tactic of shopper engagement.

Digital: Mobile Activation

Awarded to an effective shopper engagement program that used mobile devices as the primary vehicle for shopper engagement.

Collaborative: Brand-Retailer (Single Activation)

Awarded to a shopper engagement program created jointly by a manufacturer and a retailer that effectively drove mutually beneficial results for both partners during a single promotional execution.

Collaborative: Brand-Retailer (Long-Term Partnership)

Awarded to a shopper engagement program created jointly by a manufacturer and a retailer that has effectively driven mutually beneficial results for both partners over the course of multiple executions.

Direct to Consumer Activation

Awarded to a shopper engagement program in which a consumer brand effectively drove direct sales of its products through the use of any and all digital marketing tactics.