Macleans sampled their new White n Shine toothpaste in i-vu salons and also took advantage of the on-screen opportunity.
Macleans has introduced a variety of premium toothpastes to their range and wanted to target image conscious women who are more likely to purchase a higher quality product. Macleans wanted White n Shine to be seen as a fashion choice.The goal was to drive brand awareness and increase sales.
As the i-vu channel is tailored to appeal to a predominantly female ABC1 audience, Macleans were able to sponsor a variety of fashion content sections. This, combined with 2 adverts per 45 minute loop, meant that the White n Shine brand was showcased up to 10 times during an average dwell time. These adverts included interactive pages which provide accountability and feedback to macleans on how interested the audience was in the product. They also utilised the off screen opportunity of leaflets for the competition and personalised counterstand for their samples.
All 270K samples were given out to interested clients. This campaign attracted an 11.7% interactive response rate which showed Macleans how interested the audience were in White n Shine toothpaste and hopefully lead to an increase in product sales.
Branded counterstands with samples and hardcopy leaflets/postcards that the client can take away with them and enter a competition, work really well in this environment. The sample size was also perfect for clients to try and most used it in their gym bag or toiletries bag as it was brilliant for travel.