Libra Youth Sampling


Sampling is an important aspect of marketing the Libra youth range of products. We have succesfully managed this program for Libra for 12 years.

"My relationship with the team at Willett is fantastic! They take care of our youth specific initiatives and I know I can always trust Willett to do a seamless job."   Senior Brand Manager - Libra


Brief

Brief

To develop a communications campaign and sampling programme for girls aged 10-12. In 2012 our role expanded to assist in cost effectively packing and distributing the entire range of youth sampling products.

Strategy

Strategy

Develop an education resource and information materials for primary and secondary schools to accompany the sampling offer. A DM campaign linking to sample requests was developed for Australia and New Zealand. We worked alongside the Libra brand manager to develop coordinated sample packing and a distribution schedule.

Execution

Execution

Willett Marketing planned, designed creative for and executed a direct mail campaign to primary and secondary target groups. We developed an online educational resource ‘I am changing’ which links directly with the sampling offer. Samples and education kits were packed and distributed alongside the DM campaign ensuring a coordinated approach and providing a seamless service to our client.

Result

Result

Per year, Willett manages:


• 14,000 Individual sample packs
• 5,500 education kits
• The packing and distribution of 100,000 samples
• Requests and database of up to 11,000