Case Studies - Boots Soltan

Client: Boots Soltan

Agency: Lexis PR

Campaign: Boots Soltan, suncream sampling

Brief:

To raise sales for Boots Soltan suncare products, through execution of a product sampling campaign, with teams of promotional staff sampling the soltan range at targeted locations / family friendly events in summer 2008.

Target Audience:

• Festival Goers
• Sun Bathers
• Families

Campaign Description:

A high calibre promotion team was positioned on the main walkways and pedestrianised traffic routes leading into each of the following event, to maximise audience reach and to pro-actively approach potential recipients with samples.

• Brighton: Beaches & Promenades
• London: Nottinghill Carnival - Kids Day
• Bognor Regis: Beaches & Promenades
• Bournemouth: Air Festival
• Bournemouth: Beaches

Each Soltan sampling team consisted of:

• 4x Sampling staff carrying the loaded Suntan applicator squirting guns.
• 3x Support staff handing out sachets and pulling in customers.
• 1x Team leader, in charge of on site team management and performance.

Results:

• Over 10,000 samples were applied to costumers during three weeks of activity
• The uniforms and sampling kits were both very effective in terms of enhancing brand visibility - and were also very functional.
• The Soltan branding was very well received and in busy areas the public approached those wearing the uniforms to ask for their sample of Soltan lotion.
• The client was very pleased with the fast activity turn around, the high calibre of promotion staff selected and the effective and efficient way that the campaign was executed.