Retailer Networks: Oasis
Format(s): In-Store Product Sampling with A3 Format Fitting Room Poster Support. Product Sampling with Online Purchase Product Dispatch. Consumer facing Competition.
Planned and Bought: Publicis
Confero was instrumental in formulating a fantastic media partnership arrangement between fashion retailer, Oasis and P&G haircare brand ‘Herbal Essences’. This proved to be an excellent brand matched multi-format campaign including in-store product sampling with fitting room poster support, product sampling with online purchase through product dispatch and a consumer-facing competition.
The three individual fitting room poster creatives included generic ‘Herbal Essences: Bio Renewal’ product shot branding featuring three individual consumer reviews. “Love, love, love this. Left my hair feeling silky soft and also smells amazing!” says Hayley.
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.
The combination of sampling the Herbal Essences Shampoo and Conditioner double-sachet sample heightened brand awareness and bridged the gap between the High Street and Online shopping communities whilst ensuring continuity of message.