Protected: Revlon’s SamplMatch strategy to hit their sustainable sampling goals
The challenge
Revlon licences Juicy Couture Fragrances to develop and distribute them through their retail partners. As part of their push for sustainability and having done a lot of experiential sampling in the past, Revlon were keen to find a solution where they could reach their specific target audience and drive trial at a 1 to 1 level in the most sustainable way possible – reducing wastage by only distributing samples to those most likely to engage and enjoy the product. It was important to Revlon that we reached the right audience – not only for the purposes of being sustainable, but also to ultimately drive sales.
The solution
The activation targeted a well defined audience and invited people to request a sample using Facebook and Instagram lead generation ads. Seeing as it was important to Revlon to reach the right people, we made use of our SamplMatch feature whereby we asked a few questions around purchasing behaviour before approving the consumer for a sample. One of the touchpoints in the activation was directing people to purchase the product through one of Juicy Couture’s top retailers.
The results
100%
Samples delivered to their target audience
By making use of our SamplMatch feature, Revlon were able to ensure that 100% of the samples were delivered to highly engaged consumers, with the appropriate purchasing behaviour, to ensure they are driving trial with the best audience.
As such, we were able to conclude that this activation was extremely sustainable, with no products or accompanying materials being wasted. With a high engagement level in the campaign, and a purchase intent level of 74% we were able to estimate the lifetime value of the activation at £3.5million.
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