BURBERRY GODDESS SAMPLING
THE BRIEF
To launch Burberry Goddess's 3rd iteration of its iconic eau de parfum to shoppers in the UK, Coty instructed Tribe to orchestrate a captivating sampling campaign, designed not only to elevate brand awareness but also to drive product trial and conversion through an unforgettable multisensory experience.
EXPERIENCE
Positioning our premium branded cart at the heavily trafficked Battersea Power Station in London, guests were treated to complimentary parfum vials, sip samples of lavender and raspberry flavoured cordial to capture the essence of the fragrance notes, and the chance to win one of a limited number of dried lavender bouquets, via a gift with purchase (GWP) mechanic.
The results of this campaign were nothing short of extraordinary, with 13,462 Burberry Goddess vials sampled and all bouquets distributed by our Brand Warriors.
During the two immersive days of the event, we welcomed over 90,000 attendees who generated 26,637 meaningful interactions. With significant engagement metrics and a clear commercial impact, we saw Boots sales soar by 158% during the activation week, compared to the same period last year.
This staggering increase highlighted the power of tactical sampling and the effectiveness of incorporating a GWP strategy to drive purchase in-store.
