Targeting bespoke audiences with product sampling

Raising awareness of La Mer's new Eye Concentrate

How could high-end specialist beauty brand, La Mer, ensure that they are engaging the right consumers and that their samples are reaching the people who will truly consider a future purchase? Additionally, La Mer wanted to raise awareness of the new formula for their Eye Concentrate, without alienating their current consumer who already loves and uses the product.

The Insight

The beauty market has seen a huge increase in the use of eye cream in recent years, however despite this focus and worry on the eye area from beauty enthusiasts, many people are sceptical on how it works, and if it truly provides results. The best way to overcome the scepticism is to get the product into the hands of the right people to trial and drive purchase intent.

The Big Idea

In a first-to-market revolutionary sampling execution, Hearst partnered with So Post to drive a very targeted campaign for La Mer's new Eye Concentrate using the InContext digital display product, running on the Hearst Network.

The sample size was small but needed to reach the right people, so working alongside La Mer, So Post and MGOMD, we established three key audiences to target:

  • Audience 1: Instant Insight Audience – based on responses from polls across Hearst's brands we targeted those who have an affinity to La Mer, as well as those that are willing to invest a significant amount in an eye cream
  • Audience 2: Site-specific with La Mer audience – agreed on sites in the Hearst portfolio with a bespoke La Mer audience overlaid by the media agency
  • Audience 3: Hearst run of network with the La Mer audience – running across the full portfolio with a bespoke La Mer audience overlaid by the media agency

The campaign was executed through a Programmatic Guaranteed buy.?With the InContext format being a new product to market, all parties had to test and trial different elements through the set up to make sure the campaign was executed efficiently. Over a period of 7 weeks, all 1,500 samples were claimed by an audience who we were perfect for the La Mer conversation.

Consumer Review:?“Amazing!” – 5 stars

“I love it! Deeply smoothing and hydrating, without leaving a sticky film under eyes like other brands! There has definitely been a visible improvement after a week of using, eyes look less tired and more bright! I have already ordered a full-sized product. Thank you La Mer!” – Female, 25-34

Audiences:
  • Gen Z
  • Millennials
  • Women
Sectors:
  • Beauty
Services:
  • Advertising
  • Programmatic
  • Sampling

So Post's post-campaign reporting allowed insight into the strength of the campaign, with nearly 15% feeding back on their experience using the sample (versus a benchmark of 9%). In addition, it allowed our client access and transparency to how the campaign ran, feedback on the niche product, and a view on the propensity to then go on to purchase the product.

A further retargeting burst run by Hearst continued the awareness arm of the campaign, allowing La Mer to build traction with an already interested audience, and communicating the standout innovation behind the new Eye Concentrate.

The Results

60%

opt-in rate

4.76

average product rating

98%

have already recommended the Eye Concentrate or would do in the future

Audiences:
  • Gen Z
  • Millennials
  • Women
Sectors:
  • Beauty
Services:
  • Advertising
  • Programmatic
  • Sampling