Sampling types
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+108%
sales uplift vs previous 4 weeks
15x
increase in product page traffic
£0.09
cost per approved sample request (−70% vs platform average)
1,730
consumer reviews captured
The challenge
Moschino needed their new launch to be successful in Superdrug
Toy 2 Gummy and Toy 2 Yummy are playful new fragrances in Moschino’s collectible teddy bear bottles, inspired by candy shops and lollipops. Moschino launched both into Superdrug. While Moschino is a well known brand, a new scent still needs the right shoppers to try it.
Moschino, managed by Aspects Beauty, needed to reach Superdrug’s existing fragrance shoppers and give them a great brand experience. The goal was to drive awareness, capture reviews, and nudge people toward purchase at Superdrug to make the launch a success.
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The solution
Use Sampl's exclusive Superdrug partnership to target the right shoppers
By partnering with Superdrug, we put both Gummy and Yummy in front of fragrance shoppers. Ads with high-impact creative ran via Meta, using Superdrug's own data to reach fragrance buyers, and lookalike audiences from its CRM.
Every request then went through SamplMatch, Sampl's proprietary technology for matching and approving triallists before a sample is sent.
Shoppers picked the scent description they were most drawn to, fresh and citrus-floral or sweet and gourmand, and received a sample of either Yummy or Gummy to match. We also asked which fragrance brands they buy, so samples went to people already shopping brands like Moschino at a similar price point.
Each shopper received their own comms journey where every email was personalised to the fragrance they'd been matched to, and a sales email nudged them to buy the full-size fragrance at Superdrug. A final feedback email asked for a review and for shoppers to complete the survey.
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Campaign execution
→ A Meta ad invited shoppers to request a free sample of Gummy or Yummy
→ SamplMatch matched each shopper to Gummy or Yummy by scent preference, and approved them based on the fragrance brands they already buy
→ Approval and dispatch emails introduced their fragrance before it arrived
→ The sample was delivered to shoppers at home as a vial on card, with a leaflet
→ A sales email sent each shopper to Superdrug to buy, and introduced the other fragrance
→ A feedback email asked for a review and survey, with 2 reminders
→ The survey ended with a Shop Now button to Superdrug
The result
108% sales uplift and 15x increase in traffic
The ads reached 315,446 people, and every sample was claimed within 7 days. The cost per approved sample request came to £0.09, 70% below the platform average. 59.2% of surveyed shoppers were new-to-brand.
The feedback emails brought in 1,730 reviews, and 76.5% of surveyed shoppers said they intend to buy or already had within 2 weeks of receiving their sample.
Views of the Gummy and Yummy product pages on Superdrug rose 15x during the campaign week, and add to carts rose almost 10x.
Sales of Gummy and Yummy were up 108% compared to the previous 4 weeks, and total Moschino sales in Superdrug were up 61% on the same weeks last year.
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"The samples went to people who actually buy fragrance and they came and bought it. We can't wait to do it again."
Becca Larkin, Omnichannel Marketing Manager, Aspects Beauty
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Let's talk
Launching into Superdrug?
We can get samples into the hands of the right shoppers, then measure the campaign against Superdrug's product page and sales data.
Sampl were incredibly easy to work with, highly efficient and consistently focused on delivering against our objectives. This is our second campaign with them and they delivered brilliantly yet again. I'd definitely recommend them to brands looking for a reliable partner who gets things done.
Anna Holloway
Omnichannel Marketing Lead
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Sampl delivers highly-targeted and personalised digital product sampling experiences for brands to drive engagement with the right audiences.
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