Leaflet Distribution Case Study

Levonelle Emergency Contraceptive

 

 

Client: Levonelle Emergency Contraceptive

 

Campaign Locations: 25 university locations across the UK :-

Birmingham, Bristol, Cambridge, Cambridge Anglia Ruskin, Cardiff, Glasgow, Glasgow Strathclyde, Leeds, Leeds Met, Leicester, Liverpool. Liverpool John Moores. London Greenwich, London Middlesex, London Met, Manchester, Manchester Met, Newcastle, Plymouth, Preston, Sheffield, Sheffield Hallam, Southampton, Warwick and York.

Target Audience:

Female students at the targeted universities

Brief:

To appoint high-calibre brand ambassadors, to promote and represent a branded morning after pill, among female students at selected universities across the UK.

Campaign Description:

 

• The entire campaign ran over the duration of eight weeks, during these eight weeks the promotions team distributed leaflets and displayed posters in locations that will reach as many females at the selected universities as possible. The team followed a set schedule:-

Week One - The team displayed print material at Health services and clinics whilst offering product information to key staff and gaining these staff contacts.

Week Two - The team visited Pharmacies to display posters / leaflets if the pharmacy manager will allow permission and gaining key contacts.

Week Three - University Unions, Campuses and Buildings. Displaying leaflets and posters in the highest footfall locations across the main campuses, distributing to unions and busy buildings.

Week Four - Leaflet Distribution, staff identified the highest footfall locations and executed the leaflet distribution in the most effective areas e.g. outside student unions, busy walkways and library’s.

Week Five - Student Clubs / Societies and identified the most suitable top 10 / 15 locations, the team visited these specific clubs and offered members a leaflet and product information if they required.

Week Six - Identified alternate high footfall locations, carried out interactions with students, recorded all interactions, locations visited and suitability of location.

Week Seven - The team visited Health services, Clinics and Counselling Services and found new locations of all services within the university.

Week Eight - Leaflet Distribution at the most popular locations found from previous weeks.

• Throughout the campaign the team wore branded Levonelle jackets and bags, which made the female students more inclined to take the print material as the team stood out as professional brand ambassadors.

Results:

 

• 80,000 leaflets were distributed and 2,500 posters were displayed across the 25 universities.
• 289 valuable contacts were made from visiting the health services, pharmacies and clinics.