Case study

Reaching 2.8 million noses is not to be sniffed at

Social Response


Positive Sentiment Score











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About Thierry Mugler

Mugler’s new perfumes and classic scents are unique, iconic and recognisable around the world.

The Goals

Encouraging Mugler brand engagement and trial in the comfort of the consumers’ home at a key time of trial and brand consideration.

The Strategy

2 million samples of Angel and Alien fragrance samples were distributed through online orders of multiple fashion retailers to reach a large audience. The campaign was spread across 7 months to maximise the impact and length of time present on social media to help raise brand awareness.

This campaign was targeting fashion conscious women aged between 16 and 35 years old

The Outcome

The sampling campaign was a great success, reaching a large volume of Mugler’s target audience and achieving a positive organic response from both PLT and Missguided’s audience. Many commented on wanting to purchase the full size version of the perfumes, showcasing Try > Love > Buy in action.

Mugler samples in fashion parcels achieved a 62% positive sentiment score, 33% neutral, and 5% negative.


“ASOS gave me a free perfume sample with delivery and I’m debating returning the item so I can buy the perfume it’s that peng #peakonyouasos”

“So naughty of ASOS including the Alien perfume sample in  your order now I want to spend £50 on the full bottle”

“Hats of to @mugler & @ASOS for the best free sample ever, top marketing (except now I desperately want the alien perfum n can’t afford it!)”

“asos sent me a free sample of alien perfume and now I’ve just ended up paying £50 for a proper bottle, but it smells so good”

“This is the most amazing tester packet omg, also it smells amazing #Alien #Mugler #PrettyLittleThing #PLT”

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