Garnier Integrated Lifestyle Sampling
Despite what your marketing mix model shows, Garnier knows that sampling can drive needle-moving results. For the launch of their new Hydra Recharge and Damage Eraser lines, Garnier wanted more than just sampling distribution. They wanted quantified results. With this goal in mind, they presented us with a tricky proposition: Bring sampling into the 21st century by quantifying the path from sample trial to retail aisle.
To track this progress, we invented a new way to follow shoppers along the full path to purchase. After receiving a sample through our network of lifestyle locations, consumers received a gamified offer and coupon that they could activate on their smartphones. After launching the experience, they were given a time-sensitive promotion that drove them into retail stores to check in for the chance to win a grand prize trip and an instant product offer. Along the way, shoppers were encouraged to share their experience through social media using app-integrated sharing tools. Not only did the campaign maximize the value of each sample and drive increased traffic to stores, but it also won a 2014 Summit International Marketing Effectiveness Award.