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.