Fragrance Sampling & Behavioral Targeting

Our Challenge: 

Playboy desired to generate trial for its new fragrance line amongst its 18-24 year old, socially engaged, fun & sexy target audience.

 

Our Solution: 

Create a laser- focused, multi-tiered brand activation effort featuring direct product sampling as well as economic incentives for consumers to purchase the product.

 

Targeted Sampling: 

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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