Brand
Coty ckIN2U

Category
Beauty - fragrance

Agency
OMD UK

Vendors
Blyk

Region
UK

Timeline
November – December 2008
(Messaging 22nd – 29th November, samples sent early December)

Objectives

• Drive awareness and trial of Coty’s new ckIN2U fragrances amongst young men and women
• Distribute samples of ckIN2U ‘for him’ and ‘for her’ directly to opted-in 16-24s
• Drive traffic to Boots stores where the fragrances are available for purchase

The Blyk Solution
A simple, interactive SMS targeted at male and female Blyk members
Respondents received an MMS, reinforcing the brand image, providing details of it’s availability in Boots stores and notifying that the sample would arrive by post

• Minimising wastage by only targeting those that responded

Activity was staggered to gauge responsiveness and deliver the desired number of sample requests

Results
39% average response generated by a simple SMS with a relevant, valuable offer Coty were able to send out the exact number of available samples

•  No wastage and no over-demand

Summary
Use of relevant, targeted messaging enabled Coty to send out samples cost-efficiently with minimized wastage

•  Interactive SMS helped identify and segment interested consumers

The follow-up MMS helped build the ckIN2U brand image amongst engaged 16-24s

• Complementing and enhancing other media activity
• Driving sales at Boots stores