How we helped Revlon boost purchase intent

The challenge

Revlon wanted to raise awareness of Britney Spears Fantasy Eau de Parfum through trial among the audience of one of their most popular U.K. retailers, Superdrug. To avoid wastage, the campaign objectives were to ensure that one person didn’t receive multiple samples, to get the samples to the most relevant consumers, and that purchase intent was high.

Fragrance online sampling

The solution

To do this, Revlon posted a Story on Superdrug’s Instagram page, offering followers of the retailer a free sample of Britney Spears Fantasy Eau de Parfum. Audience optimisation allowed us to identify requests from poor engagers and people coming via freebie sites. A follow-up email directed people to purchase on the Superdrug site, before the final step of inviting people to review the fragrance.

Product sampling email

The results

2,300

New reviews

20K+

Filtered requests

93%

Purchase intent

The strategy proved a resounding success, with over 2,300 new reviews being generated. With over 14 words per review and focusing on the key product characteristics, the reviews were of much higher quality than those captured previously, helping drive the product’s profile and support conversion on retailer sites. Additionally, 91% of consumers indicated that they intended to purchase Andrex Washlets and 99% indicated that they would recommend the product to a friend or family member.

This really is a lovely fruity uplifting scent, one or two sprays does not fade and lasts all day, I am so delighted and also bought as Christmas presents!

Beautiful sweet fragrance, lovely bottle and not too strong smelling, I’m so glad I purchased I love the Britney perfumes, to me this smells like berries and vanilla – stunning!

This smells so amazing. I love it! It’s similar to the first fantasy but more sweet and not overpowering! I get migraines and I’m ok with this scent.

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