“This is an exceptionally high recall, especially when you consider that the research was performed two weeks after the campaign interaction,” says Craig Segal, managing director of Nine Mile Media.
The fragrance is described as charming, pretty, timeless, flirty, and feminine and the campaign creative reflected this. Both the A5 and sticker advertisement in the Billads folder were designed in inviting soft pink colours featuring Lerato Moloi, Elizabeth Arden's spokesperson for South Africa.
This was combined with a sampling campaign where consumers could smell and experience the perfume and received a promotion card, which could be redeemed at selected Elizabeth Arden counters.
The promotion card was a powerful element to round off the campaign as every card entitled the consumer to a free make-over, hence the campaign name: “Feel Pretty with Elizabeth Arden”.
Segal explains that the Billads' weekly sample management system controls how, when and where samples are handed out nationwide. “We have an objective to hand out samples be they a promotion, scratch or any other type of card as well as actual samples, whether it is perfume or another product to at least 75% of desired consumers. In this case 85% of consumers received a sample and promotion card, which we are very happy with.”
Further research by Interact RDT conducted on the campaign has shown that of the consumers who received the promotional card, 63% could recall that the voucher could be redeemed for a free makeover.
“Since the promotion began 18% have purchased the Pretty fragrance and 14% still plan on purchasing it. We were very pleased with this conversion rate especially as a fragrance is a high value item.
“Of the respondents interviewed 83% also said they would tell a friend or family member about the new fragrance. The campaign has therefore created a viral effect where the samples are going further and reaching more than one person,” says Segal.
The “Feel Pretty with Elizabeth Arden” Billads campaign ran throughout the country and started on the 25 September. The campaign continued till the end of December. The sampling was conducted over weekends, from Friday to Sunday.*Research was run by Interact RDT.ABOUT BILLADS
Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the folder is used as advertising space. Billads is able to deliver a brand as well as samples of a brand directly into the hands of over 5.5 million upmarket consumers every month through a network of 600 up market restaurants, coffee shops and hotels nationwide. Site exclusivity for a brand is standard.
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