Product Sampling
Beauty, fashion and fun
Aligning a beauty-loving brand with the glamour, fun and festivities of the iconic Spring Racing Carnival
Activations
6
Average CPR
$0.43
Physical Reach
13,100
Customers were happy to receive the productinside the guest rooms, especially over a special event period in Melbourne like Spring Racing Carnival and especially the type of product which was offered by Garnier, helping them with their overall luxury experience at the hotel.
InterContinental Melbourne The Rialto
Customers were loving the complimentary face masks, water and eye masks piling them into their bags. We put them just outside the bathrooms,I think everyone will be needing the face masks after Melbourne Cup to hydrate their skin.
The Bucket List x Melbourne Cup
Everyone commented on how great the Micellar water felt on their skin and how easy it was to use. Especially after a long flight, the face masks were well received and enjoyed to add to the guest's relaxation. A few guests loved that the eye masks were so small and easy to take with them for long overnight flights.
Holiday Inn, Melbourne Airport
Garnier, part of the international French cosmetics company, L’Oreal, is already known the world-over for their innovative skin and hair products. Looking to connect with their target market of young beauty lovers, the brand recognized a key opportunity to align with the fun and glamour of Melbourne’s iconic Spring Racing Carnival.
Each year, the Spring Racing Carnival draws more than 100,000 people into Melbourne with a calendar of events, fashion, food and entertainment. Using Brandcrush’s innovative booking platform, Garnier was able to identify targetted accommodation and hospitality in and around the city through which they could offer a selection of their products to racegoers in a relevant, contextual environment.
The brand booked their Product Placement & Sponsorship activation into six premium hotel, Airbnb and restaurant locations. They provided samples of the Garnier Hydrabomb Tissue Mask, Garnier Hydrabomb Eye Mask and Garnier Skinactive Micellar Cleansing Water for consumers to feel refreshed and rejuvenated after their fun-filled day of festivities.
Staff at each space placed the samples on the countertops or in bathrooms of hotels/Airbnb’s for guests to enjoy during their stay. They also launched these products at a premium bar and restaurant in Sydney, The Bucket List, who hosted a special Melbourne Cup event with hundreds of attendees watching the race. Along with the samples, marketing materials encouraged consumers to find the brand online where they could enjoy a special Spring Carnival offer.
The activation was a huge success. For a cost-per-reach of just $0.43, Garnier reached more than 13,000 potential customers, building brand awareness and driving interest for the in-store product. Feedback from both consumers and the Host businesses has been overwhelmingly positive.
The campaign also gave the brand invaluable feedback directly from consumers, with each sampling location providing a detailed Activation Report complete with plenty of fun images for use on social media.
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
Keeping bright minds and busy workers fuelled
Mr Lee’s Noodles, proudly founded by Damien Lee, are already known the world over for their delicious Vietnamese noodles. Unlike most other cup noodles, their ingredients are freeze-dried, not dehydrated. This locks in more of the flavour, nutrients and vitamins. They’re also gluten-free, msg-free and the Zen Garden Vegetable flavour is vegan — appealing to a growing number of consumers eating “free-from” diets. Available in two great flavours — Hong Kong Street Beef and Zen Garden Vegetables — Mr Lee’s were excited to now offer their healthier cup-of-noodles to Australian consumers through Harris Farm Markets, Woolworths, Amazon and their own website. To drive brand awareness and encourage consumers to try this new product, the brand needed a sampling campaign that would put them front and centre with their target audience of time-poor, modern workers and their families. Mr Lee’s identified that bringing their brand and product samples into co-working spaces would be an effective way to connect with their audience. Through Brandcrush, they were able to easily find and book their gift-sampling campaign into 25 unique co-working locations in Sydney, Melbourne, and Brisbane. Over several days, the staff at each space actively gave out full-sized sample cup of Mr Lee’s Noodles to hungry, curious members, and self-serve product displays were set up with a strut card and flyers offering a limited time discount on purchasing the noodles from Woolworths. Members at the co-work spaces were encouraged to take a cup of Mr Lee’s Noodles home for their friends and family to try, too. The activation was a huge success. For a cost-per-reach of just $0.36, Mr Lee’s reached more than 20,000 potential new customers, building brand awareness and driving interest for the product. The campaign also gave the brand invaluable feedback directly from consumers, with each sampling location providing a detailed Activation Report complete with plenty of fun images for use on social media.
Product Sampling
A match made in heaven
Pana Organic is a luxury chocolate brand founded in Melbourne. Already somewhat of a legend amongst “healthy” chocolate fans, Pana Organic offers vegan chocolate that’s full of antioxidants, amino acids, vitamins and minerals, is without preservatives, soy or gluten, and is refined sugar-free. Now, the brand had a new product available for purchase through independent grocers nationwide — Pana Organic Ganache, in three great flavours: Dark Maple Chocolate, Orange Pistachio & Quinoa, and Raspberry & Almond. Looking for a clever way to reach their target consumer, Pana Organic saw an opportunity to connect their decadent delight with another popular treat: wine. Through Brandcrush, they were able to develop a campaign that had their chocolates paired with wine and sampled by wine lovers, hosted by premium bottle shops across Victoria. Tapping into Brandcrush’s established network of premium businesses, Pana Organic booked their gift sampling activation into four unique bottle shop locations. Their key objectives were to build brand awareness and drive interest in their exclusive new chocolate range. The Ganache samples and online vouchers were placed on the countertops of the bottle shops and gifted with each purchase for customers to enjoy. Staff at each space actively gave out a full-sized sample of the Ganache, and also set up self-serve tasting product displays accompanied by a strut card and 15% off online voucher that the brand had provided. The activation was a huge success. For a cost-per-reach of just $0.73, Pana Organic reached more than 1,450 potential new customers, all of whom loved the fun concept of pairing a delicious chocolate sample with their wine. The campaign also gave the brand invaluable feedback directly from consumers, with each sampling location providing a detailed Activation Report complete with plenty of fun images for use on social media.