Music Lovers - Wella

CASE STUDY

Client: Wella

Agency: Sable Media

Campaign: Product sampling at Avril Lavigne concerts

Brief:

The objective of the campaign was to promote the new range of Wella hair care products to a young audience that were exiting the concerts.

Target Audience:

Teens aged 10 -18

Campaign Description:

Link Communication, working Sable Media, executed an extensive sampling campaign on behalf of Wella at a series of Avril Lavinge concerts across the UK. Link Communication provided good looking, youthful promotional staff reflective of the Wella brand.

Promotional teams were outfitted in branded Wella costumes consisting of T-shirts, hooded tops and sampling bags. Team members were then individually briefed on the campaign's objectives, target market, script and were instructed to only distribute one sample per person. Recipients were targeted as they exited the concert, using the initial high people experienced during the concert to create strong positive brand associations

Results:

• Over 25,000 individual samples were distributed during the duration of the shifts over three concerts in Birmingham, Manchester and Cardiff.
• The message communicated by the promotional teams was clearly delivered.
• The target consumers were incredibly receptive towards the product, asking if they could have more then one sample.
• The target market was 80/20 female biased with an estimated mean age range of 12-17yrs (wider 7-20yrs).
• The client was very impressed with the execution of the campaign and Link Communication continue to work in strategic partnership with Sable Media with further Wella sampling campaigns planned for later this year.