The Retail Marketing Award recognizes outstanding marketing strategies and campaigns that help retailers grow their business. 

Successful submissions will detail an executable strategy, and from this strategy demonstrate a campaign that used innovative ideas and creative approaches that produced clear and trackable success. 

Submissions will show how the strategy and / or campaign helped the retailer find new customers, enhance loyalty with existing customer, expanded brand awareness, change brand perceptions, or a combination of each through impactful creative that delivered against desired goals.

CASE STUDY REQUIREMENTS:

Please include the following in your response:

• Objective evidence of both the strategy and campaign’s executional success must be demonstrated. Acceptable measures include but are not limited to: increased sales and/or store traffic, customer brand awareness, shopper loyalty, consumer engagement, conversion, improved ROI.
• Campaigns can be integrated and executed through any communication vehicle or tactic (eg social media, advertising, sales promotion, flyers, catalogues, website, packaging, public relations, direct marketing, digital marketing etc).
• Submission must also identify the key insight or variable that has distinguished the success behind this retail marketing strategy and campaign.

Formatting Requirements for Case Study:

1. Title Page (Must include Award Category, Name of Company and Title of Submission)
2. Table of Contents
3. Content Pages
   • Basic Information
   • Executive Summary
   • Needs and Objectives
   • Program Details & Results
   • Supporting Creative
4. Appendices (if applicable) and Supporting Evidence with description

CONTENT DETAILS TO INCLUDE IN CASE STUDY:

Basic Information   

• Name of retailer
• Name of the campaign
• Name of design/advertising/marketing agency (if applicable)
• Start date of campaign
• Base period of comparison

Executive Summary of Strategy and Campaign Tactics (100 Words)

• Summary of submission details

Needs and Objectives (300-500 Words) – 20%

• Situational analysis
• Consumer, market, brand opportunity to leverage
• Business and brand campaign objectives

Program Details & Results (600-1000 words) – 70%

• Target group identified for campaign’s focus;
• Strategies developed to meet brand and business objectives;
• Executional vehicles and tactics considered and used to drive success;
• Resources, budget and timelines assigned to the initiative. (e.g., explain how resources were used, budgets allocated and timelines achieved);
• Collaboration strategies with both internal and external stakeholders and key learnings for retail marketers. Describe how the initiative required stakeholders to work together – possibly in different ways – to achieve results (e.g. internal team began working together at an earlier stage, suppliers provided more input etc.);
• How campaign added to the retailer’s overall retail brand and complemented the established goals and objectives of the company;
• Evidence of the campaign delivered on its objectives (e.g. measurable results –  increased sales and/or store traffic, customer brand awareness, shopper loyalty, consumer engagement, conversion, improved ROI etc.);
• The key insight or variable that distinguished the success behind this retail marketing strategy and campaign;
• Any other elements you would like to highlight about the strategy and campaign

Supporting Creative: Judged – 10%

• Provide creative examples of the campaign including a description and visuals.