With the pressure to ensure a successful launch of a new NPD, Wella needed to generate high quality ratings and reviews at scale for syndication across their network of retailers. Sampling was identified as a strong channel to drive trial and awareness and Wella needed to use the opportunity to capture feedback and reviews from consumers that had tried the product. To make it successful the Wella team had to ensure the samples were reaching the right audience so the reviews could be relevant and relatable.
Wella chose to partner with Sampl because we were able to manage every aspect of the multi-step sampling campaign. A free sample offer was promoted via Wella’s French language social channels to convert awareness into trial. SamplMatch validated each request to ensure samples were allocated to the most relevant consumers, before being delivered to consumers at their homes. Leading-up-to and following delivery, Sampl delivered timely, personalised messaging that educated consumers on the benefits of the new shampoo and accompanying mask, provided details of where to purchase them, and invited reviews for each of the products.
25%of CPL budget
4.7stars average rating
As well as reaching thousands of relevant consumers, Sampl’s real-time tracking and analysis enabled the media campaign to be optimised to focus on best performing ads and audiences, resulting in a CPL less than a third of the budgeted cost. The personalised communications were well received by consumers, with an average of 3 interactions per sample recipient and over 900 reviews captured and automatically populated into Wella’s Ratings & Review platform. Prompts encouraged reviewers to discuss different characteristics of the Shampoo and the Mask whilst reaching the right audience and delivering a great sampling experience ensured the reviews were of high quality, with an average star rating of 4.7.