L'Oreal achieved voucher redemptions 500% above industry average for Diesel 'Loverdose' fragrance with student bedrooms sampling
Diesel were due to launch an Eau De Toilette (EDT) of their Loverdose perfume in September, with a product already well aligned with the youth market it became even more attractive for students with Eau de Toilette having a price point lower than the existing Eau de Parfum. Only 6% of students surveyed had tried Loverdose prior to the campaign.
Raise awareness and drive trial of the new EDT amongst the key target audience.
L'Oreal included 300,000 samples of the EDT attached to a door-hanger which had a pop-out £5 off voucher within the official University Welcome Parcels.
At least £95,000 revenue was generated on initial traceable purchases of the EDT as a direct response to the campaign. A spokesperson for Loverdose said "Really good news. The industry norm for this sort of activity is 0.25-0.5%, this activity took 1.26%!!, meaning voucher redemptions were from 500% above industry average.
Driving trial for new products is an effective way to gain immediate traction within the target audience and being able to place the product at the point of use ensures a high response rate.
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