Clinique Case Study

Sampling gives Clinique vital consumer insights on a brand new product

Objective

A new product launch is a crucial moment. You want to drive awareness and seed reviews for other channels, but you also want intelligence on how consumers respond to your messaging and your product so you can refine your approach. It’s a time to both educate and learn.

For Clinique, a SoPost sampling campaign in the Swiss market helped accomplish all those goals.

Solution

To generate awareness and trials of its brand-new Even Better Clinical Serum Foundation, Clinique ran a dual-language, German and French, SoPost sampling campaign across Facebook and Instagram. The campaign drove 5000 trials of the new foundation and, just as important, provided a rich trove of data for the team, including:

  • Opted-in leads for for future retargeting
  • Actionable data on the best-performing creatives on the two social platforms
  • Authentic reviews to syndicate via SoPost’s integration with PowerReviews
  • Detailed consumer feedback based on survey questions included in SoPost follow-up emails
5,000
targeted consumers received a sample
Results

In addition to getting samples of its new foundation into the hands of Swiss consumers, this campaign gave the Clinique team valuable insights to inform its future marketing. For example, it discovered that skin benefits such as hydration were the factors consumers valued most about foundation products, creating an opportunity to test that message at the conversion phase.

SoPost follow-up emails also gathered information about what other brands of foundation Swiss consumers use, creating a better understanding of its competitive set.

46%
of consumers opted-in to further marketing
42%
email open rate for feedback email
15%
of consumers said they had already purchased it
★★★★★
★★★★★
4.14
average rating
73%

of consumers were likely to buy within the next six months

6%

of consumers clicked through to the product page

8%

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.

Charlie Root
Marketing Manager
Bobbi Brown