Product
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57.3%
marketing opt-in rate
20.2%
review response rate
59.3%
sales email open rate
75%
purchase intent (CRM)
About Creed
Creed is a luxury fragrance brand with a strong UK presence, best known for premium scents like Aventus and Queen of Silk. During the Christmas gifting season, Creed aimed to showcase its full fragrance range, drive direct engagement with new and loyal customers, and grow its CRM with high-intent consumers.
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The challenge
Creed needed to deliver a sampling experience that felt personal, exclusive, and commercially effective. The brand sought to:
- Educate both new and existing customers about their broader fragrance portfolio
- Collect high-quality reviews to build trust and support future conversion
- Grow first-party CRM data with consumers most likely to buy
Having successfully partnered with Sampl before, they turned to us for a high-speed, high-precision execution.
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The solution
Sampl created a fragrance-matching journey combining Meta ads and CRM activations. Consumers answered a quick quiz, received a tailored sample, and entered a follow-up journey designed to educate, build loyalty, and drive purchase.
Sampl delivered:
- Targeted Meta ads reaching high-income UK consumers
- Conditional logic to match users with one of 11 fragrance SKUs
- A fully branded, Christmas-themed customer journey with dynamic scent education
- Follow-up emails with strong calls to action around reviews and purchase incentives
The execution
The sampling campaign was split into two distinct streams:
- Meta campaign (6 SKUs): 20,000 samples allocated via Meta lead ads and a dynamic allocation microsite
- CRM database campaign (5 SKUs): 10,000 samples sent to existing high-value customers, including an exclusive Absolu 2.0 option for VIPs
Both streams used personalised content to reinforce the luxury brand experience and direct recipients towards purchase.
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Results that mattered
- 75% purchase intent among CRM sample recipients, beating the 69.7% benchmark
- 20.2% review response rate from CRM (double the public campaign rate)
- 59.3% sales email open rate from public audiences
- 37.5% “Buy Now” click rate on sales email thank-you pages
- Over 2,000 reviews collected across CRM and public campaigns
- 4.48★ average star rating across all fragrance SKUs
This campaign reinforced that fragrance sampling (when personalised and linked to purchase) drives measurable commercial outcomes.
Future Creed launches will continue to:
- Match consumers with their ideal scent profiles
- Activate high-intent CRM audiences
- Turn sample engagement directly into sales and loyalty growth
Ready to turn sampling into measurable sales?
Creed’s campaign proves that personalised sampling is a brand experience as well as an effective commercial driver. With 30,000 samples, 2.1 million interactions, and industry-beating opt-in and review rates, the results speak for themselves. If you're looking to build a CRM that converts and create a sampling journey worth remembering, Sampl can help.
Book your consultation with the team here
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