Solution
Goody (a subsidiary of Newell Rubbermaid) asked Leader to develop and execute an integrated marketing campaign capable of distributing 1.5 million samples of a new hair product to women ages 25 to 55. The company's ColourCollection line featured hair blends that were designed to blend with a woman's hair color. Leader tapped into the concept of a "perfect blend" by creating a national sampling program that provided working women with free blended coffee and a four-pack sample of the product.
Services
Leader launched the Compliments of ColourCollection campaign in seven major markets. We provided street teams, samplers, data collection, signage, staging elements as well as detailed reporting on consumer feedback and interest in the product.
Success
The program successfully increased awareness and understanding of Goody's ColourCollection line and product attributes, exceeding goals with:
- Samples distributed: 1,896,680
- Unique web traffic: 35,547 hits
- Promotional sign-ups: 16,391
- PR Impressions: 126,911,315
- Advertising Impressions: 986,144
- Increased in-store product placement for the next year