DHC begins yet another live marketing campaign, but this time, with a more precise audience in mind. The campaign follows a hugely successful experiential push for DHC in which over 300,000 samples were distributed to a target audience of young professionals. Currently, DHC is seeking to focus the sampling activity on a wealthier demographic.
Blazinstar Experiential’s staffing division, StaffWarehouse, is behind the strategy and implementation of the current live activity, a nationwide sampling campaign concentrated in prosperous areas. StaffWarehouse has investigated shopping centres in which wealthy consumers, especially ABC1,2’s, shop.
At these shopping centres, the lovely DHC Brand Ambassadors, selected for their knowledge of and passion for skincare, will be positioned. Wearing chic, feminine white shirts and high-waisted electric-blue pencil skirts, the Ambassadors represent the colours of the DHC brand and attract the target audience. The teams will distribute goody packs containing samples from DHC’s best selling skincare range, and encourage the target audience to try the Miracle Cleansing Oil. This best selling product has been coined a ‘Beauty Secret from Japan’ after helping millions achieve clear flawless skin.
The DHC campaign aims to build a solid database of consumers from a more affluent socio-economic demographic and will be launched in April 2008.
The exciting venues and locations helped expand the brand personality and brought women into personal contact with the brand, engaging them and driving product trial. They were intrigued with DHC and were then able to try the brand out for themselves! Attractive female Brand Ambassadors also assisted in fulfilling brand objectives: 100,000 samples were distributed per month, there was a large increase in website traffic (over 30%), a 2000% sales uplift, and superb target audience feedback. The DHC campaign continues with activity running nationwide during at least 15 days of each month.