post-trial purchase intent
year-on-year sales growth
The briefDrive trial and awareness amongst younger ABC1 consumers to convince them to switch deodorants to Mitchum, supporting the nationwide above-the-line campaign.
Use age, gender and education profiling data to identify offices with the highest share of 25-44 degree level educated consumers, working within a 5 minutes walk of a Mitchum stockist.
Travel sized mini cans used, allowing recipients to try the product multiple times before deciding whether to purchase Mitchum.
270,000 samples delivered
77% post-trial purchase intent
Double digit year-on-year sales growth
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