Personal ad has the personal touch

DESCRIPTION

Marketing “intimate soap” might not be the most straightforward brief, but when there is a giant dominating the market the challenge only increases. In Norway Dr Greve is the big brand and after research showed the brand was growing while Asan was stagnating, owner Cederroth decided it needed to strip away the old fashioned image associated with the soap and re-position it as a sexy, sophisticated product.
The key target demographic for this campaign was 15-24year old women and in order to catch their attention Asan didn’t simply relaunch their old brand, but instead launched an entirely new product. The new soap, called Tranebær&Silkeekstrakt, which used a new formula and had a “sweet and fruity” packaging.

Free samples played a major part in the campaign, and it was made sure that everyone who wanted a sample was able to get one. For the rest of the advertising, however, Asan turned to digital. Eye-catching banners on female-centric websites and a mail shot of 47,000 text messages both invited women to register for a free sample while Asan wet wipes were distributed at concerts and outdoor events - places where people do not have access to baths or showers.

In just a month Asan had seen its sales increase by 14% year-on-year and of 47,000 text messages sent out, more than 1,300 people replied positively – a higher than average response rate. Meanwhile 2.5% of people who received the text forwarded it to their friends. Average click through on the online ads was 0.25%, well above the national average for such ads.

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