Walgreens, P&G use branded entertainment, social media behind People’s Choice Awards


Walgreens once again served as the official retail partner for the People’s Choice Awards in January and teamed up with Procter & Gamble to promote the role of their brands in helping consumers meet New Year resolutions.

“As we aim to be the most shopped and loved beauty destination, we are always evaluating engaging ways to interact with our shoppers. The branded entertainment platform provides great reach among our core customers and helps to elevate visibility of our beauty offerings,” said Shannon Curtin, group Walgreens GVP/GMM beauty and personal care.

The program tied into a robust social media campaign around the hashtag #StartsHere. “This year, we held a Twitter party about New Year’s resolutions with the hashtag #StartsHere leading up to the show. Some of the tweets from the Twitter party were [flashed on screen] during the show,” said Curtin. “We worked with influential bloggers in the space to encourage their followers to share inspiring #StartsHere stories and note how Walgreens is able to help them achieve their goals. We also engaged paid media across Facebook and Twitter that amplified our #StartsHere messaging.”

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