4711 fragrance revolutionised the perfume industry with the first bottle design with a glass neck and cork and becoming the best selling fragrance in the 1920’s.
Hotcow was tasked to create a 4711 Nouveau Cologne sampling campaign to help drive rate of sale at Boots to gain wider distribution. The brief was to reach a younger target audience (25 – 40 year olds) as traditionally the 4711 brand has appealed to an older audience.
Our strategy was to reach the audience close to targeted Boots stores to engage with a wider footfall and drive traffic inside.
What we did
Over the course of 3 weekends, Hotcow brand ambassadors visited 22 locations, handing out samples using young and cool ambassadors, we communicated the values of the new 4711 branding. By creating the right visual impression, we were able to grab people’s attention, engage with them and highlight the quality of the product. We also offered consumers a 25% off, redemption voucher on specific days.
So, what happened:
- 51,840 samples distributed.
- 27,200 flyers distributed
- 522 competition entry forms completed.
- Cost per awareness – £0.12p
- Cost per sample – £0.61p