From Awareness to Add-to-Cart: How an Award-Winning Air Wick x Krazy Coupon Lady Campaign Turned Content Into Sales

In today’s promotion-heavy environment, brands are challenged to not only distribute offers, but to ensure they drive real retail outcomes. This session break downs how Air Wick partnered with The Krazy Coupon Lady to move beyond impressions and engagement to measurable sales impact, bridging both digital and in-store performance.Rather than relying solely on deep discounts, this campaign focused on the power of brand, everyday value and education, leveraging Walmart’s everyday low-price positioning alongside a timely promotional offer. By combining high-intent deal discovery, influencer-led storytelling and content that highlighted product value — from price-per-ounce to real-life usage — the campaign created a compelling reason to purchase without over-indexing on discounting.Through multiple campaigns and case studies, including a three-time award-winning campaign recognized for Viral/Buzz, Social Branding and Social Campaign excellence at the AVA Awards, the session explores how a layered omnichannel strategy drove incremental purchases. While activation was rooted in digital and social, Air Wick experienced measurable lift in-store, demonstrating that modern content and coupon strategies can influence behavior beyond the screen.Attendees will learn how to:Activate value-first messaging that balances brand, price and promotion.Leverage content and influencers to educate and drive purchase intent.Connect digital engagement to in-store sales outcomes.Build omnichannel campaigns that drive incremental lift, not just impressions.This session features real performance insights, including engagement benchmarks, conversion trends and key learnings that can be applied across brands looking to maximize promotional effectiveness.

From Awareness to Add-to-Cart: How an Award-Winning Air Wick x Krazy Coupon Lady Campaign Turned Content Into Sales

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