A fantastic integrated media partnership arrangement between fashion retailer Oasis, and P&G haircare brand 'Herbal Essences'
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.
Campaign objectives were to heighten the awareness of the new Herbal Essences variant 'Bio-Renewal' amongst an all female target audience.
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.
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.
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.