Product
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12.5%
review rate (+200% vs target)
3.5x
ROI (return on investment)
81%
purchase intent from trialists
95%
would recommend to a friend
About GHOST Fragrances
Designer Parfums, renowned for its premium fragrance portfolio, manages GHOST Fragrances, a beloved UK high street brand. GHOST is known for its timeless, accessible scents that empower women, and offers sophisticated products that appeal to a broad audience of beauty enthusiasts.
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The Challenge
Designer Parfums’ objectives for this campaign focused on reaching the right consumers, driving conversions at retail, and capturing meaningful consumer insights:
- Reach the right consumers: GHOST needed to target fragrance enthusiasts aged 20-40 who would appreciate and buy the scents, avoiding a broad, untargeted approach.
- Drive conversion with retail partners: Supporting Superdrug was key to the success of this launch, so it was critical that the campaign not only generated interest but also directed retail footfall and conversions to these high street locations.
- Collect reviews and insights: Gathering high-quality reviews and consumer insights was essential for informing future marketing and product strategies. GHOST wanted specific feedback on consumer preferences, purchase intent, and brand perception to guide future campaigns.
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The Solution
Sampl crafted a data-driven sampling campaign designed to meet GHOST's objectives, emphasising targeted engagement, data collection, and retail conversion:
- Precise consumer targeting with SamplMatch: GHOST’s campaign utilised Meta ads with SamplMatch questions to qualify consumers for samples. These questions determined fragrance preferences, helping match each sample to an interested consumer.
- Retailer support: To drive conversions at Superdrug, Sampl timed a dedicated sales email nine days after the samples were dispatched using Nearstore. This email achieved a 40.7% open rate, resulting in 12,121 clicks on “buy now” for Superdrug.
- Structured review collection: A review request email sent 14 days post-sampling asked recipients about satisfaction, purchase intent, and recommendations. This method enabled GHOST to gather actionable feedback and use it for both direct-to-consumer channels and retail partners.
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The Results
GHOST’s collaboration with Sampl delivered significant, measurable results across their primary campaign metrics:
- 3.5x ROI (Return on Investment)
- 12.5% review rate, doubling the initial target of 6.1%
- 81% purchase intent among sample recipients, demonstrating strong interest in the fragrances
- 93% consumer satisfaction rate, indicating positive sample experiences
- 95% recommendation rate among consumers, boosting word-of-mouth potential
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Insights for fragrance brands
This campaign offered insights that other fragrance brands can apply when approaching targeted sampling:
- SamplMatch significantly boosts impact: By matching samples to consumers based on preferences, GHOST saw higher review rates and purchase intent. Fragrance brands can benefit from using specific targeting questions to refine audience reach.
- Retargeting is great for retail: The nine-day follow-up email guided recipients toward Superdrug, supporting retail conversions. For fragrance brands, aligning sampling with timely, purchase-focused follow-ups can bridge the gap between sampling interest and purchase.
- Using "occasions" can boost sales: GHOST’s campaign found that purchase intent was highest for “date night” occasions. Knowing these preferences allows fragrance brands to tailor campaigns that resonate with specific usage occasions.
- Demographic segmentation adds extra value: Older consumers showed greater CRM opt-in rates, while younger consumers demonstrated higher purchase intent. Fragrance brands can use this data to tailor messaging and marketing efforts by age group.
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Looking ahead
Encouraged by these results, GHOST Fragrances intends to deepen its partnership with Sampl, exploring even more targeted approaches and new strategies to drive conversions. Using the insights from this campaign, GHOST plans to refine its audience engagement and increase in-store conversions through focused sampling initiatives.
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Conclusion
GHOST Fragrances’ partnership with Sampl delivered impressive results, driving high purchase intent, valuable reviews, and impactful retail conversions. By leveraging precision sampling, GHOST reached the right audience with lasting effect.
Ready to see similar results for your brand? Partner with Sampl to drive engagement and sales through targeted sampling.
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