Kimberly Clark wanted to run a promotion for Depend, to incentivize consumers to choose Depend (currently use alternatives and the product is expensive) and increase frequency of purchase, with the aim of promoting individual health and building confidence.
A six month ‘Confidence has its Rewards’ punchcard promotion with a theme to get people back to ‘doing what they always did’ as bladder leakage is a confidence killer. Consumers could buy 4 qualifying products over the six month period and submit their receipt at confidencewithdepend.ca and confianceavecdepend.ca to receive a code to redeem gift cards on a custom branded SnippRewards site, and an entry into a monthly sweeps to win a Fitbit. Rewards were centered around the confidence building theme – movie tickets, restaurant cards etc.
The program will run from August 10, 2016, through February 15, 2017.