Katie McElligott
Group Creative Director • Idea Hunter and Gatherer

When you aren't feeling your best, Walgreens is the place you turn. Wellness minded shoppers saw Walgreens as a place to get all their health needs (like tissues or cough syrup), not.a place to treat themselves to feel good wants. And because Unilever wanted shoppers to purchase their trending beauty and personal care items at Walgreens, we knew we had to do something to get noticed. And so, we leaned into the positive feelings that come with getting what you desire ASAP.

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Our strategy was to amplify the positive power of getting what you want, when you want it.   

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We introduced Pick Me Ups, hand selected personal care items to help lift shoppers  moods at any moment. Each selection provided a boost during hectic times throughout the year. We made it easy for shoppers to get those feel-good wants, however they wanted to shop for them, whenever they wanted them. We did so by promoting same-day deliver and in-store pick ups. And promoted it across Walgreens media channels.

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Moods weren't the only things boosted by Pick Me Ups. 

In one year, this program:  

• Drove an increase of $21.5M in Unilever incremental sales.

• Garnered a 10% overall conversion rate  (benchmark: 2–5%)

• $29.98 average ROAS to date (benchmark: $11.90).

•  81% positive program sentiment (2x industry benchmark) across both TikTok and Instagram. 

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