Clair Turner, Business Development Manager, Engagement Group
Beiersdorf wanted to showcase their exciting range of cleansing products from Nivea: Micellar Water and Micellar Wipes.
Campaign Results:
Objectives:
- Educate shoppers on Nivea Micellar Water
- Encourage shoppers to try Nivea Cleansing Micellar Water and Wipes on the day with the free samples of the full range available to try, including water, wipes, lipstick and cotton pads.
- Educate and Excite shoppers about Nivea cleansing range
52
Sampling sessions nationwide
2276
Shoppers engaged
31.7%
Conversion rate to sales
How did EG propose to achieve the objective?
- To have the best suited staff working on this campaign – EG recruited specifically for this campaign.
- Ensure the demo tables were set up in the aisle alongside the product or close to the entrance to attract as many shoppers as possible
What were the tangible results?
- 52 Sessions were executed across individual Countdown and New World stores nationally.
- Over 2276 shoppers were spoken to over the course of the campaign, out of these 1110 went on to sample the product.
- Over the course of the campaign approx. 352 units of NIVEA Cleansing Micellar Water/Wipes Campaign were individually sold and were placed in shopper’s trolleys. This equates to a 31.7% conversion rate of sampling to sales.
