​​Henkel is a German chemical and consumer goods company whose brands in laundry and home care, beauty care, and adhesive technologies are sold worldwide. Some of Henkel’s brands include Dial, Bonderite, Persil, Schwarzkopf, and all®. The Mars Agency and their client, Henkel, partnered with 3 tier logic to launch their national ‘$5 Walmart’ gift with purchase program, exclusive to all® laundry detergent products and Walmart retailers in the United States. This was the second program Henkel activated with 3 tier logic for the all® laundry brand.

Program Objectives

• Drive purchases and sales

• Improve customer loyalty

• Increase brand engagement

• Capture consumer data

Strategy

3 tier logic used PLATFORM³ to create a skinny microsite for Henkel’s ‘$5 Walmart’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers purchase $15 worth of all® laundry detergent products in a single transaction from Walmart, they are eligible to receive a $5 Walmart digital gift card. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive an email with their digital gift card and instructions on how to redeem it. Consumers were able to submit multiple receipts to receive multiple rewards. 3 tier logic procured and fulfilled the gift cards from its digital rewards catalog, and also provided legal administration.

With PLATFORM³, Henkel was able to capture meaningful information about their users’ buying behavior. The Data Capture & Analytics module provides valuable insights into consumers’ activity on the promotion microsite. Henkel is able to use this data to make well-informed business decisions, develop future promotions, and continue driving sales and customer loyalty.