Woolworths has snapped up two prestigious international awards in emerging categories in digital, tech, experiential and data-driven marketing for their visual merchandising windows, and creative content for their 2018 Christmas campaign respectively.
The notches they can now add to their belt of accolades include the best Sustainable Display at the annual Creative Retail Awards in London for their striking Christmas 2018 window displays, and the Best Use of Social Media at the Content Council’s Pearl Impact Award, presented in New York, for their digitally-led Bring It Home Christmas campaign.
The Creative Retail Awards recognise and reward innovation and excellence in retail design from around the world. The awards span a number of disciplines, including store design, surfaces, display systems, innovative technology, lighting and much more; and are judged by a panel of international industry leaders and experts.
Good Business Journey objectives
Woolies’ 2018 Christmas store windows - entitled “Magical botanical gifting window: plastic waste”, incorporated 3D flower artworks, featuring striking, oversized models of iconic Proteas that were handcrafted by South African women using recycled plastic bottles, plastic cutlery and plastic hangers. 2-litre milk bottles, 5 and 1.5-litre water bottles, as well as many common single-use plastic items such as cutlery and hangers, were cleverly incorporated into the beautiful designs.
“Our aim was to create a visual representation of Woolworths’ zero packaging to landfill journey over the holiday season,” explains Woolworth's chief marketing office and interim director of fashion, beauty and homeware, Charmaine Huet.
We wanted to align with our Good Business Journey objectives and show how creativity and innovation can be applied to avoiding the excesses of the end of year festivities, which is something about which many of our Woolies customers feel concerned.
The Pearl Impact Awards were launched in February 2019 to celebrate companies and campaigns making the best of emerging categories, such as e-commerce and data-driven strategy, to best use of innovative technology and experiential marketing.
The awards, which saw entries and winners from a competitive list of agencies, media companies and brands from around the world, celebrate the most innovative and engaging content marketing programs with the greatest marketing impact.
Woolworths Bring it Home campaign
Woolworths Bring it Home campaign gave customers the chance to bring their loved ones home to share in their Christmas celebrations. 100 lucky winners were selected from the nominations received, and these festive homecoming stories were shared via video and social media. This campaign won the Pearl Impact Award for Best Use of Social Media.
The content performed exceptionally well, receiving 7.3 million impressions and 630,000 post engagements across Facebook and Instagram. The video content achieved a 79% completion rate, with 96% viewability at a mere R0.88 cost per view.
Woolworths is very proud to see their creative marketing and visual merchandising recognised and rewarded on the global stage.