CASE STUDY: Juicy Couture VIVA LA JUICY!
Provided by Blackjack Promotions
Blackjack ran the project management, logistics and staffing for 2 sampling events around the UK for the Juicy Couture fragrance
What was the Challenge / Background of the Campaign?
The key here was to recruit staff which best represented the brand. Our client requested fit and healthy individuals who were well presented and had gregarious personalities. Furthermore, the campaign being a nationwide event, the chosen staff had to be located in the chosen cities. Our staff database, however, is well stocked with enthusiastic and experienced people from all over the country and beyond, many of whom have modelling/hosting/acting backgrounds
What was the Campaign Objective?
The objectives of the campaign were to promote the new Juicy Couture fragrance, Viva la Juicy, make the target market aware of the new offering and give them a sample so they have the opportunity to try the scent themselves.
What was the Solution?
In order to attract members of the target audience, 5 locations were chosen throughout the country based on their proximity to key shopping destinations, such as Oxford Street in central London and Manchester's Trafford Centre. Staff ensured to position themselves near shops catering to female tastes. They wore bright, branded and eye-catching outfits with branded accessories such as necklaces and top hats which didn't fail to attract attention.
What were the Results?
Over 3 days, our staff distributed 71,424 units to the public with the samples being extremely popular at all locations. Staff reported girls queuing for a sample in Manchester and almost every passer-by in Oxford Street and Westfield stopping to enquire about their outfits and what they were promoting. The activity lead to a further Christmas event of the same type, this time with a slightly broader target group to include those buying Christmas presents over the festive period. These events had many consumers requesting directions to their nearest supplier.
What were the Key Learnings of this Campaign?
Targeted distribution chosen for their close proximity to POS meant the hand out acted as a driver to store as well as seeing an increase in sales for that specific product. Mass sampling ensures brand exposure over various cities UK wide and the consumer has the opportunity to sample and try the product before they buy.