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CASE STUDY: - Extensive Galaxy Promises Sampling in Hair Salons

Provided by i-vu
Galaxy sampled their Promises chocolate in 3750 hair salons to a captive female audience who were feeling indulgent at the time

What was the Challenge / Background of the Campaign?

Masterfoods had used i-vu for 3 previous Galaxy campaigns and 2006 saw the launch and execution of the most widespread campaign to date; using 3750 salons nationwide. The aim was to link the Roast Hazelnut and Caramel Crunch variants to consumers asking for hair colouring- creating brand association between women feeling indulgent with enjoying a chocolate break. There was also a commercial link with hair colouring as L'Oreal were doing a colour promotion, so the likelihood of large numbers of salon goers having colouring done was at a maximum.

What was the Campaign Objective?

The objectives were to increase sales by sampling the chocolate, as the flavour variants were new as was the 40g bar size. Galaxy Promises wanted to position itself as an indulgent chocolate experience, and to be seen as a "me-time treat." The salon staff were incentivized in order to help compliance.

What was the Solution?

The solution was to send the 2 Promises variants to 3750 salons nationwide with a full briefing of the campaign objectives and competition details. Entry cards were placed on reception and a variety of prizes were offered, with salon staff being incentivised by offering a duplicate prize for the winners' stylists. Competition entry cards were collected in drop box placed on reception, with the salons tasked to send i-vu the competition entries at the end of the 6 week period. i-vu then drew the winners, and project managed the prize allocations and logistics.

What were the Results?

i-vu carried out a successful campaign with the most widespread sampling exercise i-vu has done to date (up to 8000 venues available). All of the chocolate bars were distributed during the 6 week period, with many salons contacting i-vu asking for more. The postcards achieved an 11.3% response rate, which would have provided a good database should Galaxy have wanted it. There were also some very happy competition winners.

What were the Key Learnings of this Campaign?

Galaxy have been a repeat client for the last 3 years, targeting women who are feeling pampered and relaxed. i-vu has the largest off-the-peg sampling opportunity with 8000 salons available, to target women feeling indulgent. Chocolate is perfect to sample when women are pampered. The salons enjoyed being involved, as their clients enjoyed receiving an unexpected chocolate bar with their glass of wine. This campaign worked well as it matched the environment, but also appealed to the venue owners and staff as they could get involved in the competition as well.

BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kMore than 5 million salon-going females
16 - 24
25 - 34
Female
AB
ABC1
NON-TRAD OUTDOOR
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALSAMPLING
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