Kiehl's Truly Targeting Students with Experiential Sampling
Kiehl's x Student Sampling
Spin to Win Prizes Won
600
Sign ups
814
Reach
48,000
Channel
Experiential
Sector
Beauty & Cosmetics
Product
Skincare
About Kiehl's
In 1851, the original Kiehl’s apothecary opened and served customers in the heart of New York City. Over 150 years and 1,000 locations later, Kiehl’s continue pride themselves on their nature-inspired, scientifically proven formulas, and are a pillar of any skincare lover’s routine.
The Goals
Kiehl’s wanted to distribute samples of their new Truly Targeted Blemish Clearing Solution to promote the product and provide it to customers who would benefit from it. Kiehl’s main objectives were to increase brand awareness, recruit Gen Z customers, educate customers with expertise of Skin Pro’s, drive sales and gather data for Kiehl’s D2C.
The Strategy
Relish facilitated a partnership between Kiehl’s and Kings College London, University of Bath and Durham and Bristol University accommodation sites. Relish felt like this was the ideal partnership because the campaign aimed to target students and have an experiential element.
Kiehl’s were looking to sample 15,000 Truly Targeted Blemish Clearing Solutions. Half the sample volume was placed in University accommodation sites (Durham and Bristol) and the other half was handed out at the University of Bath and Kings College London campuses. The samples were supplied with an informative A5 insert.
The Outcome
Kiehl’s activated on the University of Bath’s balcony during the Varsity event which received a positive response, ensuring that the stand was seen by all spectators. Despite the already lively atmosphere, the students enthusiastically embraced the activation. It was noted that as the varsity event progressed, students were more focused on the Spin to Win element rather than the offer of an HSA due to the nature of Varsity.
The second on-campus activation took place at KCL Guy’s Campus and provided proof that having a physical presence creates not only excitement but also excellent results. Throughout the day, there were numerous interactions with Gen-Z and the staff, even without an on-campus event, there was a large number of people present. Students enjoyed interacting with the Skin Pro’s, and conversations flowed at the stand and beyond. Holding the activation before exams made it relatable for students who may have neglected
skincare and gained blemishes from stress.
We also distributed Kiehl’s samples to both purpose-built student accommodations and university-owned halls across Durham and Bristol. By strategically placing the samples directly into university-owned halls, we ensured that the entire student demographic at each target city was sampling the Truly Targeted Blemish Clearing Solutions.
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