Retailer Networks: Outfit, Oasis, Warehouse and Miss Selfridge
Format (S): A3 Fitting Room Posters, In-Store and Online Product Sampling with Purchase
Media Planned/Bought: Wavemaker/Kinetic Worldwide
Beiersdorf UK company ‘Nivea’ provided Confero with a brief to distribute 300,000 samples of the new ‘Urban Skin Defence’ and ‘Urban Detox Mask’ to their target audience of Females aged 18-34.
The campaign ran across 4 of Confero’s Fashion Retailer Store Networks including Warehouse, Oasis, Miss Selfridge and Outfit. A total of 300,000 individual samples were distributed to customers directly with purchase, both in-store and online. The In-Store sampling activity was supported by an A3 Interactive Fitting Room poster display across the four pre-selected retailer networks. The posters were enhanced by offering shoppers a unique Snapchat filter code to ‘Unlock the Lens’ as well as directing users to the Nivea product listing page online, creating an interactive experience for all users.
Throughout the campaign period, all retailers delivered a combined estimated two-week footfall in excess of 40 million people, giving the Brand strong exposure amongst their target market. All retailers are also in close proximity to pharmacy outlets and major multiples where customers can also buy the full-size Nivea ‘Urban Skin’ products after trying out a sample for free.
This campaign successfully created the perfect synergy between Brand, Consumer and Retailer. Nivea was able to reach customers while in a receptive mood and mindset, whilst in the process of shopping for their new outfit and accessories. The win for our retailer partners is the creation of a memorable third-party experience for their customer, as well as benefiting from the ‘halo effect’ of social media sharing.