How Dermalogica leveraged sampling to generate 10k new CRM subscribers at a CPL less than $1.
60% were likely to buy within six months after sampling.
10K
new contacts added to Dermalogica’s CRM database
$0.94
average cost per lead (AUD)
9%
bought the Daily Microfoliant within two weeks of sampling
Although a well-established brand, Dermalogica needed to cut through the noise in a saturated market, attract new consumers and grow their CRM database.
A robust CRM would not only establish direct, personalized communication with new consumers but also build a community of brand advocates to drive future sales for Dermalogica.
What better way to stand out and attract new marketing opt-ins than through an engaging sampling campaign? And an integral step to sampling success is choosing the best products to sample…
First, we worked with Dermalogica to identify the most suitable products for the campaign, selecting their Daily Microfoliant and Dynamic Skin Recovery SPF50 – the perfect duo since consumers can expect to see immediate results.
Through Meta, we then offered 10,000 targeted consumers the sample duo before taking them through a multi-step sampling journey to collect feedback, generate reviews and drive purchases.
To maximize results and reach new consumers only, the campaign excluded existing CRM contacts and made marketing opt-ins mandatory.
Results
The outcome? 10,000 new engaged subscribers added to their marketing database at an impressively low average CPL of just $0.94 (AUD).
But the success didn’t end there. The campaign not only attracted new consumers but also generated significant purchase intent.
Within just two weeks of sampling, 9% of consumers said they’d already purchased the full-size product in our post-trial survey, with an additional 60% planning to buy within the next 6 months.
“The SoPost team showed a deep understanding of our business needs and marketing objectives and helped craft a campaign to deliver to those. The results speak for themselves and this sampling initiative has been a key contributor to the wider success we have seen for Dermalogica in Australia.
“From planning to execution, the SoPost team demonstrated to have very effective project management skills and processes in place and delivered a flawless execution of the campaign. The team are true partners, reliable and an absolute pleasure to work with.”
– Michiel Tops, Head of Marketing at Dermalogica
