To support the launch of their new Fan Fest Mascara and grow their CRM database, SoPost has partnered with Benefit Cosmetics on an ambitious TikTok sampling campaign across 12 markets: Australia, Canada, Denmark, France, Germany, Italy, Netherlands, Poland, Portugal, Spain, United Kingdom and the United States.
Benefit Cosmetics collaborated with influencers and content creators to craft engaging TikTok videos and tutorials that showcased the mascara’s transformative benefits.
SoPost sent 55,000 mascara samples globally across 12 markets to targeted and qualified consumers.
But they needed to go beyond the buzz to make the launch a success.
Their multi-step sampling journey engaged consumers throughout their entire sampling experience to encourage product feedback, generate reviews and ultimately, drive sales.
To enhance the incentive, some markets included promo codes in post-trial follow-ups.
The campaign not only helped Benefit Cosmetics get their Fan Fest Mascara into the hands of thousands of target consumers but also transformed them into glowing brand advocates.
32,000 consumers opted into Benefit Cosmetics’ marketing database, creating a pool of engaged beauty enthusiasts eager to explore and shop their products.
Opt-in rate highlights included: 100% Australia, 97% Netherlands, 86% Spain.
And thanks to SoPost’s Intelligent Order Processing technology, they slashed product wastage and saved BIG on campaign costs.
They automatically flagged 4% of total sample requests as low-quality, encompassing duplicate orders, unverified addresses and typical freebie hunters.
Filtering out these requests translated to an estimated 84kg reduction in carbon emissions (savings calculated by SoPost and validated by an independent third party) and approximately $5,000 saved in fulfilment expenses! 84kg estimated reduction in carbon emissions
We also saw super high open and click-through rates across post-trial emails, with purchase email open rates 41% above the industry average and purchase clicks 120% above benchmarks.
The outcome of such high engagement?
Invaluable five-star reviews, product recommendations and subsequent mascara purchases.
The UK, as an example. Within just two weeks of sampling: 17% had already purchased the mascara, 65% planned to buy the mascara in the next six months, 78% had already recommended the mascara to a friend.
SoPost accomplished all of this with ultra-low media costs, highlighting the huge return potential with strategic sampling.
Several markets experienced a lead cost over 70% lower than TikTok’s average CPL, and some markets even saw a 40+% decrease compared to TikTok’s average sampling CPL.
For the full press release: see here.
