Shoppers Drug Mart connects with Facebook for holiday campaign

Shoppers Drug Mart has developed a social media campaign for gift-hunting consumers, an initiative that makes use of Facebook‘s Connect feature. Shoppers’ “Gifts Made Easy” site serves as the hub for the program and gives visitors options for browsing the online versions of the retailer’s Gifts Made Easy and Beauty Book catalogues. Along with an […]

Shoppers Drug Mart has developed a social media campaign for gift-hunting consumers, an initiative that makes use of Facebook‘s Connect feature.

Shoppers’ “Gifts Made Easy” site serves as the hub for the program and gives visitors options for browsing the online versions of the retailer’s Gifts Made Easy and Beauty Book catalogues.

Along with an “Easy Gift Finder” application, which allows the user to browse for gifts after entering a budget and some basic information about the person they’re buying for, the site also includes a link to the Facebook Connect feature.

To use the latter, a consumer must click the “Connect With Facebook” icon, then click on the name of a Facebook friend to get Shoppers gift ideas based on information made public in that friend’s Facebook profile.

“Over the last year and a half we’ve really been expanding our digital presence, so in conjunction with that initiative, this seemed like a great fit,” said Tammy Smitham, director, communications and corporate affairs for Shoppers Drug Mart.

Smitham said Shoppers’ increased online presence included more than 100,000 Facebook “likes.”

The program was developed in partnership with Toronto interactive agency Trapeze.

“The key idea here is that we’re using Facebook Connect to tap into that social graph, to inspire people to think of more friends than they  might otherwise have thought of for Christmas and to make it as easy as possible to get recommendations for those friends,” said Rob Balfour, CEO of Trapeze.

“Things like gender and age we can bring into the data set and use that to filter what’s in the catalogue.”

Smitham said Shoppers has launched online advertisements on the Google ad network, as well as Yahoo and Facebook.

Brands Articles

CMOs want the “brand” back in branded content

At IAB Engage, marketers for Molson, Kraft, Cara Foods talk branded content strategy

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors

What the Heinz-Kraft merger could mean for Canada

Experts say deal will likely lead to layoffs as the two companies find ways to share costs