Product Sampling
A workout proof mascara? No sweat.
A no-brainer collaboration between Covergirl and health clubs across Australia
Activations
36
Average CPR
$0.76
Physical Reach
5,580
Great mascara! All the clients loved it. Perfect that it is smudge-proof and easy to apply - it lasts for the entire workout AND the rest of the day!
Xtend Barre Dee Why
Mascara is light and easy to use, not clumpy at all. Perfect for exercising in after wearing all day at work. No smudging. Light feeling and I like simple black colour. It was a good natural look.
Xtend Barre Newstead
Only positive feedback. Everyone was very happy to receive the sample. And since then, have come back with great feedback about the mascara not running or dropping throughout their day!
Ihana Yoga
While CoverGirl may need little introduction in the cosmetics world, their latest product — Outlast Active Sweat & Smudge-proof Mascara — was targetting a specific user group that the brand needed to tap into: fit, health and wellness-oriented young women.
Many people don’t know that CoverGirl products are cruelty-free. The brand knew that this would be an important factor to their target demographic, and wanted this message communicated through their product promotion.
Through Brandcrush’s network of premium businesses, the brand booked a sampling campaign through a 36 health and wellness clubs, including Xtend Barre, Bodhi & Ride, and yoga studios across Australia.
The activations were a huge success, with customers happy not only with the quality of the product but the fact that they were given a full-sized product to sample. By aligning with businesses that already had an established relationship with their target customers the brand was able to leverage trust and build a positive brand association.
Related case studies
Product Placement
Context is key for Bondi Sands new body range
With a new Body product range just launched, Bondi Sands wanted to get their soap and lotion into hands and onto the skin of their target users: health-focused millennial women Through Brandcrush, they booked a product placement campaign across 40 gym and cafes in Brisbane, Sydney and Melbourne — locations that they knew would reach their target market. By placing the products in women’s or unisex bathrooms, Bondi Sands was able to engage with people in a contextually relevant way, ensuring a higher engagement with the product sample. The activation also helped build a positive brand association, with gym-goers and cafe customers genuinely appreciating that they could use these products at a time that naturally complemented their daily activities. The activation also included a small strut card which was placed alongside the product, letting customers know where they could get their hands on Bondi Sands Body range in store.
Product Sampling
Bondi Sands reach consumers via iconic local businesses
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Counter Top
WeWork helps new wellness magazine connect with millennial women
WellBeing WILD is a fresh new health and lifestyle magazine from the Wellbeing team at Universal Media Co. The younger sister of WellBeing magazine, WILD is a journal for positive living. The magazine speaks to its audience with honesty and intention, tackling difficult topics like living with anxiety, working from home and gender expression – mixed up with travel, style and a bit of fun. With the new publication set to hit the shelves here in Australia, the WILD team were looking to boost awareness ahead of the launch and get their first issue into the hands of their target market of wellness-focused millennial women. Using Brandcrush’s end-to-end booking platform, WILD booked a counter-top sampling activation campaign into 53 health and wellness centres, coworking spaces and AirBnBs across NSW, QLD and VIC. Each space received 10 copies of the magazine which were placed on coffee tables, reception desks and in waiting rooms and lunch areas. Customers and members at each location were invited to read the magazine and provide their feedback on the design, content and general appeal. The campaign reached more than 6,000 potential new readers of the magazine. Feedback from consumers was overwhelmingly positive, with people really appreciating the topics covered and the opportunity to discover the new magazine. Staff at the locations also loved the activation, commenting that the magazine was aesthetically pleasing and made a great addition to their space. The WILD team were thrilled with the feedback they received from consumers, and also loved the social media amplification from consumers posting pics of the mag. Each space also included amazing, insta-worthy pics in their campaign reports, which meant the brand had a wealth of great content for their own channels.