Bobbi Brown Cosmetics is an Estée Lauder Companies brand known for its universally flattering products and diverse customer base. The Bobbi Brown team were looking to drive awareness and trial for one of their best-selling makeup products, Bobbi Brown Long-Wear Cream Shadow Stick. They hoped it could also be an opportunity to collaborate with influencers to expand audience reach. So, they looked to SoPost to bring everything together into a seamless social sampling campaign.
Partnering with a duo of top UK content creators on Instagram, Bobbi Brown engaged SoPost to develop an end-to-end social sampling experience. The brand provided creative assets, and SoPost implemented a direct integration with links for the influencer team, making the campaign easy to get up and running. SoPost created the branded microsite where consumers could request their samples, and soon 3,000 products were on their way to women across the UK.
The microsite achieved a 49% opt-in rate to Bobbi Brown marketing, and the campaign follow-up email offered consumers a coupon when they purchased at John Lewis, the retailer. 86% of the reviews were rated five-star. Custom questions included in the email helped the team gather valuable consumer insights. For example, they found that the product’s quick and easy application was the favorite characteristic for 69% of recipients.
This end-to-end social sampling solution made campaign execution and measurement easy for both Bobbi Brown and its influencer partners, helping the brand reach new consumers and drive fresh product reviews:
of consumers were likely to buy within the next six months
of consumers clicked through to the product page from the post-trial purchase email
of consumers had already gone on to purchase the product
Making a sampling campaign part of our wider influencer program created a great opportunity for us to collect authentic product reviews and gather opt-in data. It is super easy to work with SoPost, and their integration with PowerReviews makes it simple for us to share product-specific reviews across all our properties and really leverage their value.