NIVEA Soft Sampling Case Study
NIVEA Soft x Very UK
Samples distributed
125,000
Campaign reach
401,250
Channel
Sampling
Partners
Very UK
Sector
Beauty
Product
Skincare
About NIVEA Soft
Founded in 1911 in Hamburg by pharmacist Paul Carl Beiersdorf, NIVEA has been a stalwart occupant in millions of homes across the globe for over 130 years. NIVEA Soft is no exception.
The Goals
Beiersdorf wanted to place samples of NIVEA Soft in Very to increase brand awareness and get the sample into the hands of consumers in perfect time for the fast approaching cold winter months.
Beiersdorf was looking to target 18–30-year-olds, with an even gender split to showcase the variety of usage.
The Strategy
Relish facilitated a partnership between Beiersdorf and Very, as we felt this the perfect opportunity to trial an audience that they hadn’t worked with Relish on before, as well as targeting a family audience to showcase the versatile usages of the products
Beiersdorf sampled 125,000 samples of NIVEA Soft, these were placed via Very orders supplied with an A6 insert with direction to our in-house survey mechanic, Try.Love.Buy, to gather invaluable consumer feedback.
The Outcome
92% of respondents were left with a positive purchase intent following their sample experience.
62% stated that they were ‘Very likely’ to go on to purchase. This demonstrates NIVEA Soft’s success in showcasing sufficient value to be regarded as an essential item.
99% of respondents stated that they would recommend NIVEA Soft. This demonstrates that the sample made such a positive impression on recipients that it was sufficient for them to advise others to use it, spreading the impact and scope of this campaign beyond the immediate audience.
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