Henkel: $5 All Blue Walmart

Henkel is a German chemical and consumer goods company whose brands in laundry and home care, beauty care, and adhesive technologies are sold worldwide. Some of Henkel’s brands include Dial, Bonderite, Persil, Schwarzkopf, and all®. Universal McCann Worldwide Inc. and their client, Henkel, partnered with 3 tier logic to launch their ‘$5 All Blue Walmart’ gift with purchase promotion, exclusive to participating all® laundry detergent products and Walmart retailers in the United States.

Program Objectives

• Promote product purchasing

• Build brand engagement

• Increase brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a skinny microsite for Henkel’s ‘$5 All Blue Walmart’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers purchase $15 worth of qualifying all® products in one transaction from Walmart, they are eligible to receive a $5 Walmart digital gift card. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive an email with their $5 Walmart digital gift card and instructions on how to redeem it. 3 tier logic also provided the $5 Walmart digital gift cards from its digital rewards catalog. This was the third time Henkel activated this program with 3 tier logic.

PLATFORM³ allowed Henkel to track the progress of the promotion in real-time and capture meaningful consumer data. The Data Capture & Analytics module provides valuable information about consumers’ shopping behavior on the microsite throughout the duration of the promotion. Henkel is able to use this data to make informed business decisions on how to continue driving sales and building brand loyalty.