CPM

Asda in-store Active Selling promotion for Lynx Hair - CPM UK

 

THE CHALLENGE

Lynx Hair Styling and Shampoo is a new product range for the UK. CPM was tasked with active selling and sample distribution to drive awareness and sales of the new products in ASDA stores, encouraging trial and engagement.


Client Objectives

  • Primary – introduce shoppers to the new Lynx Hair styling and shampoo products and encourage trial and engagement using samples
  • Then: encourage shoppers to buy any two styling products and receive a limited edition pair of Lynx earphones
  • Also: promote price deal and brand messaging.

THE CPM SOLUTION

We took a two-way approach: targeting men age 14-30 and women purchasing for sons, partners, husbands via branded stand and also by roving the product aisle with usherette.

We engaged with target shoppers by asking if they were interested in achieving the 'messy hair' look, or if they would like a free set of headphones in exchange for buying Lynx hair product for themselves or a partner/son.

Shoppers were educated about the products in the range. We encouraged up-weighted purchase by offering the free headphone gift with purchase of two or more products.

Free samples of the shampoo product were offered to trial (no purchase necessary).

field marketing

RESULTS / ROI

We achieved 258% uplift in sales vs. control stores

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