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CASE STUDY: John Frieda Sampling Campaign

Provided by Digital Cinema Media
John Frieda demonstrates the effectivness of off-screen opportunities at the cinema, with a particular focus on sampling

What was the Challenge / Background of the Campaign?

The challenge that John Frieda had was to inform people of the different products available that are specific to different hair types.

What was the Campaign Objective?

The campaign objectives were to increase awareness of the Frizz-Ease product range, encouraging trial and future purchase of Frizz-Ease.

What was the Solution?

In order to drive awareness, trial and sales of Frizz-Ease amongst a female audience, John Frieda decided to undertake a sampling campaign in cinema foyers nationwide. This involved distributing samples of Frizz-Ease, competition leaflets and money off coupons, all of which was supported by foyer POS.

What were the Results?

The campaign results were very good: - 31,120 samples of John Frieda Frizz-Ease were distributed - 1,114 competition responses were received - A redemption rate of 3.7% was achieved

What were the Key Learnings of this Campaign?

The cinema has extremely effective off-screen advertising opportunities that can be utilised to meet campaign objectives effectively.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsFemale cinema goers.
25 - 34
35 - 44
Female
ABC1
C2
CINEMA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALSALES PROMOTION
SAMPLING
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