Case Study:

Elemis

The Brief

In 2024, we collaborated with Elemis to execute an innovative targeted product sampling campaign, focusing on their SPF Marine Cream and the cult-favourite Cleansing Balm. The campaign aimed to provide trial consumers with an engaging experience and a direct path to purchase, offering an exclusive discount to encourage conversion. Elemis also sought to gather detailed consumer insights, including:

How the Cleansing Balm compared to consumers' existing cleansers.

Monthly skincare expenditure.

Preferred shopping destinations for skincare.

The average number of products in their skincare routines.

The Solution

To achieve these objectives, we launched a highly targeted product sampling initiative. The campaign focused on premium locations such as country clubs in Texas and offices in Los Angeles, New York, Miami, and Dallas, maximising brand exposure among potential customers.

Our digital strategy included bespoke campaign assets that seamlessly connected trial participants to the Elemis website, making it easy for them to redeem their discounts and transition from sampling to purchase.

In addition to the tailored sampling initiative implemented, we partnered with The P11 Group and supported the broader above-the-line efforts by securing player sponsorship patches at the 2024 US Open Tennis. This resulted in millions of additional impressions for the campaign through extensive television coverage on channels such as ESPN, Stan Sport, and Eurosport, with a patch featured on Nicole Melichar-Martinez during the women’s quarter-final.

The Results

The targeted product sampling campaign delivered exceptional results:

76% of participants expressed an intention to purchase the Cleansing Balm using the discount.

73% stated they would purchase the SPF Marine Cream.

68% preferred the Cleansing Balm over their current cleanser.

In addition to boosting intent to purchase, the campaign provided Elemis with valuable insights about their audience, including:

Key skincare concerns.

Pre-trial brand awareness across the US.

Detailed feedback on product packaging, pricing, and overall appeal.

This tailored product sampling initiative not only increased Elemis’ brand presence in key US markets but also gave them actionable insights to refine their strategy and product offering.

This campaign underscores the effectiveness of targeted product sampling in driving brand awareness, fostering consumer engagement, and increasing purchase intent. Whether you’re introducing new products or seeking deeper consumer insights, a well-executed sampling campaign can be the key to success.