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CASE STUDY: Black XS Sampling Campaign targeting men aged 18-30

Provided by Street Stuff
Sampling campaign that created proximity to the consumer bringing the outdoor & TV activity to life encouraging brand engagement

What was the Challenge / Background of the Campaign?

The client, Paco Rabanne had a product to sample and wanted to lift their sales pre Christmas. They had spent heavily in advertising and outdoor and wanted to engage consumers in an interactive way to bring to life the static activity.

What was the Campaign Objective?

- Create proximity to the consumer. - Encourage brand interaction. - Sample products. - Increase sales.

What was the Solution?

Creative sampling took place in 7 cities in the UK: London | Birmingham | Manchester | Leeds | Newcastle | Edinburgh | Glasgow. 1 day was spent in each city, where the Black XS fragrance along with leaflets were distributed to the target audience: Primary = ABC1 males aged 18 - 30yrs. Secondary = gift purchases associated with target group e.g. partners, sisters etc.

What were the Results?

21,000 samples were distributed in 7 cities. 21% increase on sales in the areas where the activity ran.

What were the Key Learnings of this Campaign?

"...this was the first time we had run a sampling campaign in the UK and I thought it was very successful and well managed". Jennifer Zipci, Brand Manager, Paco Rabanne.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kABC1C2 Males aged 18-30.
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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