We were briefed by Big Kick (PR) to pitch against door drops to help Nivea conduct the UK’s biggest ever skincare product test.
After we convinced them that 3rd party inserts and subscriber copies would be the most responsive route, the entire campaign was awarded to the insert house.
Working to tight deadlines, we placed over 3 million inserts (containing sachet sample) in to
3rd party mailings, product dispatch and women’s subscriber magazines.
The response (people that tried the product and responded with feedback and for money
off vouchers) was 90% over forecast!
Poor planning you might say, but we were astounded at response levels. (One distribution
came in over 7.5%!).
The client was so happy that they advertised the results through national media – the
press adverts are attached, which gives you some idea of the scale of response.
This proves that brand clients should get behind this type of media activity – its a perfect way
to get your brand or printed voucher in to someone’s hand.
AND vs direct mail its a much cheaper route so you can put some volume behind it!
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