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The brief

Procter & Gamble selected Contact Field Marketing to supplyand manage sampling staff to promote Olay Total Effects, Regenerist and Complete Multi-Radiance ranges, within Boots stores nationwide.

The aim of the sampling campaign was to raise brand awareness with consumers and encourage sales by sampling the products.

How we executed the Sampling campaign

Contact selected staff for the sampling activity in 250 Boots stores nationwide over a 4 month period.

The sampling team were fully trained ensuring they had indepth product knowledge. This meant they were equipped with all the required information to confidently sample, promote and sell the product range.

Contact Head Office team liaised with each store to confirm that Boots store staff were aware of the promotion and checked stock levels before the actvity began.

The Results

98.5% coverage of all stores booked. During the campaign almost 100,000 potential customers were approached by the sampling team and informed about the Olay products. Of these, over 60,000 shoppers participated in the sampling programme.

Some stores reported increases in sales of up to 300%. Many stores sold out completely.

Due to the success the campaign was repeated the following fiscal period with Contact.

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