Response One launches new affinity sampling service
Monday July 28, 2014 at 3:18pm
Response One, a leading data-driven marketing agency owned by St Ives Group, has launched Affinity Sampling, a targeted sampling service that helps brands directly reach their target audience. Companies including Maybelline, Procter & Gamble and L’Oreal have been among the first to sign up to use it. Based on Response One’s in-depth analysis of consumer data, the service allows brands to pair with a trusted ‘carrier brand’ that distributes their product samples to individuals based on demographic and brand preference information. Product samples are enclosed within orders placed by people who have been identified by Response One as being receptive to such promotions. For example, Maybelline wanted to target young, fashionable females with samples of BB Cream foundation. Response One matched the target profile with online fashion retailer ASOS and samples of BB Cream were placed into ASOS’s online orders. The reaction was monitored via forums, blogs and social media sites such as Facebook and Twitter. Procter & Gamble, Lindt & Sprüngli, Kallo (Wessanen UK) and L’Oreal (pictured) are among other brands which have already signed up to the service. Recipients are encouraged to share their experiences when an unexpected free gift arrives via social media competitions, tweeting about the product or liking brands’ Facebook pages. In tests, some brands have seen an increase in engagement of up to 6.4%. Damian Coverdale, managing director of Response One, says: “We developed the service with a test-and-learn approach, and now have a bank of knowledge of what works and what doesn’t. Through this new approach, sampling is truly multi-channel and is a cost-effective way of reaching and engaging with the right people.” Part of the St Ives Group, Response One is a data-driven marketing agency helping clients to extract data insight and use it to communicate more effectively with consumers. Its services offer marketers opportunities to successfully engage customers throughout the marketing lifecycle, from smarter acquisition to retention and loyalty.