Procter & Gamble and L’Oréal are among the first brands to test a new sampling service from Response One designed to help brands directly reach their target audience by piggybacking online deliveries.
The St Ives Group-owned data-driven marketing agency has now rolled out Affinity Sampling, a scheme which is based on its in-depth analysis of consumer data. It allows brands to pair with a trusted “carrier brand” that distributes their product samples to individuals based on demographic and brand preference information.
Product samples are enclosed within orders placed by people who have been identified by Response One as being receptive to such promotions.
L’Oréal has used the service to promote its Maybelline brand to young, fashionable females with samples of BB Cream foundation. Response One matched the target profile with online fashion firm ASOS and samples of the brand were placed into orders, with the reaction monitored via forums, blogs and social media sites such as Facebook and Twitter.
Recipients are encouraged to share the experience via social media competitions, tweeting about the product or liking brands’ Facebook pages.
Lindt & Sprüngli and Kallo (Wessanen UK) are among other organisations and brands which have already signed up to the service and are seeing successful results.
Response One managing director Damian Coverdale said: “We developed the service with a test-and-learn approach, and now have a bank of knowledge of what works and what doesn’t. Through this new approach, sampling is truly multi-channel and is a cost-effective way of reaching and engaging with the right people.”
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