CASE STUDY: Retail Fashion - Brand Partnership

Provided by Confero Marketing
A fantastic integrated media partnership arrangement between fashion retailer Oasis, and P&G haircare brand 'Herbal Essences'.

What was the Challenge / Background of the Campaign?

The challenge of the campaign brief was to brand match the Herbal Essences 'Bio Renewal' product with an appropriate fashion retailer from the Confero portfolio. Ensure the campaign was highly visible, targeted and engaging for consumers whether they were shopping in-store and/or online.

What was the Campaign Objective?

Campaign objectives were to heighten the awareness of the new Herbal Essences variant 'Bio-Renewal' amongst an all female target audience.

What was the Solution?

Fitting Room Posters displayed in the individual fitting rooms of all Oasis stores across the UK, complemented by product sampling with purchase in-store. The poster creative included a generic 'Herbal Essences:Bio Renewal' product shot, featuring three individual consumer reviews such as "Love, love, love this. Left my hair feeling silky soft". The shampoo/conditioner double-sachet samples were also distributed to customers making purchases online throughout the same campaign period. A consumer facing competition hosted on Oasis social media tied the campaign together.

What were the Results?

A highly visible campaign covering and interacting with a number of prominent consumer touch points both in-store and online. The competition tied in with Mother's Day and offered the chance to win an overnight Champney's spa break for 2. Oasis hosted the competition on their Facebook page, and the quick and easy entry mechanic was to nominate and tag someone to go with which created a halo effect. This proved to be a very popular opportunity and saw over 6,000 entries in the first 3 days.

What were the Key Learnings of this Campaign?

The combination of sampling the Herbal Essences Shampoo and Conditioner double-sachet free sample, alongside an eye-catching fitting room poster display heightened brand awareness, and sampling online bridged the gap between the High Street and Online shopping communities ensuring continuity of message whether customers were shopping in-store or online whilst driving trial of the new product.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kABC1 Women aged 18 - 39
16 - 24
25 - 34
35 - 44
Female
ABC1
Main Shopper
DIRECT MARKETING / INSERTS / LEAFLETS
DIRECT MARKETING / POSTAL
RETAIL MEDIA
SAMPLING
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All Regions11 Mar 19 - 31 Mar 19DRIVE TRIALSHOPPER MKTG
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