Fragrance Sampling & Behavioral Targeting
Playboy desired to generate trial for its new fragrance line amongst its 18-24 year old, socially engaged, fun & sexy target audience.
Create a laser- focused, multi-tiered brand activation effort featuring direct product sampling as well as economic incentives for consumers to purchase the product.
Deliver high impact scented “Playboy rabbit head” sampling cards to targeted consumers in night clubs and college campuses in over 50 markets. Merchandisers dressed in Playboy apparel in a relaxed environment that complemented the “social aspect” of the category and brand. Employing a $20 gift card, Coty conducted a pre/post brand attitude study to determine program’s performance.
Targeted Behavioral Couponing:
Digitally deliver Playboy banner ad/videos along with $2.00 coupons to behavioral targeted
consumers across a range of relevant sites. Drive consumers to a Facebook coupon platform.
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