SEDA SAMPLING by F.biz for Seda

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SEDA SAMPLING

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Industry Cosmetics & beauty products, Shampoos
Media Direct marketing
Market Brazil
Agency F.biz
Creative Director Danilo Corci
Released June 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: UNILEVER
Product/Service: TOILETRIES
Agency: F.biz
Date of First Appearance: Jun 1 2010
Entrant Company: F.biz, Sao Paulo, BRAZIL
Media Director: Roberto Grosman (F.biz)
Creative Director: Danilo Corci (F.biz)
Account Director: Camila Costa (F.biz)
Media Director: Célia Goldstein (F.biz)
Planning Manager: Silvia Paes (F.biz)
Account Manager: Mariana Demarche (F.biz)
Project Coordinator: Chrislaine Kremer (F.biz)
Project Assistant: Tatiana Di Rienzo (F.biz)
Art Assistant: Etienne Namasu (F.biz)
Planner: Pamela Tanzillo (F.biz)
Media placement: Display Media - Terra - 09 June 2010
Media placement: Website - Web - 09 June 2010

Describe the brief/objective of the direct campaign.
In Brazil, 37% of women are dissatisfied with products and services offered by the Beauty and Personal Care industry.
In order to change that, Seda sought F.biz to use digital media as the main channel for a sampling action – women are searching for answers and solutions on the internet.
Thousands of samples were distributed, and with the goal of making the action more effective and straight to the point, we managed to create a flow opposite to the usual. Meaning that instead of promoting the brand to any consumer, we offered the solution specifically to each unsatisfied person.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution for this campaign was to communicate through web banners the “Deixe o novo Seda surpreender você” (Let the new Seda surprise you) concept and also offer product samples.
We placed ads on segmented websites and social media networks. The advertisement took place on websites that reach and relate to female audience, as well as magazines and offline media.
The brand’s website, www.seda.com.br, was the main destination, to where the communication efforts were targeted. Matching a clear and direct communication with relevant media, the goal to distribute 700 thousand samples was achieved in only two months.

Explain why the creative execution was relevant to the product or service.
Based on the grounds of the campaign’s goal, the creative outcome would have to focus on fast communication to ensure that the consumers were curious to really sample the product.
With that in mind, ads with a direct message regarding hair were created to attract and engage the targeted audience in requesting a sampling of the product. The strength and originality of the campaign consist on its wide presence and intelligence, on which the consumer was reached in the exact moment where they were thinking about and searching for the subject of hair, including the dialogue on blogs and Twitter.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In two months, Seda distributed over 3.6 million samples – over 750 thousand of those through the Internet, generating a database of more than 600 thousand women. After their experience with the brand, we wanted to know if the initial dissatisfaction persisted.
We carried out a survey on which more than 100 thousand ‘unsatisfied’ women shared their opinion. 97% of them tried on the sample, 95% said they would consider buying the product on future purchases, and 81% stated that Seda had delivered the expected results and that the product brought more than two improvements to their hair.