bareMinerals

Case Study

2014

Introduction

Between August and November 2014, SoPost worked with bareMinerals to allow fans of the brand in the UK to give a 10-day sample of the new bareSkin Pure Brightening Serum Foundation to a friend. The activity launched 3 weeks before the product arrived in stores, in order to generate buzz leading up to the bareSkin launch. Consumers connected to the branded gifting page with their Facebook account, selected a friend to give a sample of bareSkin foundation to, and posted a personalised message to their friend's wall. This message contained an embedded brand image and message, asking the friend to select a shade of foundation from a choice of four, and provide their shipping information.

Landing page for senders to start the gifting process.

SoPost were great partners in helping us achieve mass awareness via social media and sampling ahead of our biggest ever launch campaign. They were flexible and open to understanding the needs of our business as well as being responsive and easy to communicate with. The production of the app was a 2-way process; giving us ample time to ensure everything was on brand. The end output was well executed, providing a straightforward and seamless consumer journey. We were pleased with the result and it was a great first for the brand to have deluxe shade-matched samples delivered to our fans' homes. Thank you SoPost!

Stephanie Swallow, Marketing Manager
bareMinerals
9,353
Total Gifted
Bare Ivory
2,001
Bare Linen
1,005
Bare Natural
4,343
Bare Satin
2,004

Consumer Feedback

We surveyed all recipients one month after they'd received their bareMinerals Pure Brightening Serum Foundation sample. This is what they said:

Did you/would you consider purchasing bareSkin Foundation in the near future?

78%Yes

78.4% of recipients would consider purchasing bareSkin foundation in the near future.

Was this the first time you tried a Bareminerals Foundation?

63%Yes

63.1% of recipients had never tried a foundation by bareMinerals before.

Social and Online Engagement

The activity was promoted four times by the bareMinerals UK Facebook page, between 21 August and 8 October. In total, these posts received 1,224 likes, 306 comments and 184 shares. 2 September 2014 was the most engaged day of the activity, with 8,085 unique users reaching the bareMinerals-branded landing page.

bareMinerals' Facebook Posts

Marketing Opt-In

49.7%Yes

Almost half of recipients of bareSkin foundation opted to receive further marketing messages from bareMinerals.

Branded Story impressions

529,300

We delivered over half a million branded story impressions, with a click-through rate of 2.57%.

Where were samples of bareSkin Foundation sent to?

5.7% North East

14.8% North West

10.4% Scotland

15% Midlands

3.8% Wales

10.8% Yorkshire and Humberside

14.8% Northern Ireland

5.7% East

15.3% South East

7.3% South West

5.2% London

0.3% Other

What devices were consumers using?

Mobile 59%

Desktop 29%

Tablet 12%

Top mobile and tablet device brands

Apple 44%

Samsung 23%

Sony 3%

HTC 2%

Nokia 2%

Top browsers

Safari 46%

Chrome 34%

Android Browser 7%

Internet Explorer 7%

Firefox 4%

What did consumers say?

"Really lovely; not too heavy and I've had compliments how nice my make up looks."

Julie in Northumberland

"The colour I got is by far the best match for my skin tone I've ever found."

Taiba in Yorkshire

"It's the best foundation I have ever used."

Jane in Doncaster

"My skin looked glowing after application, and it didn't dry my skin out."

Alison in Bristol

"I've got to be honest, I fell in love. I have extremely sensitive skin and have always come up in welt marks when wearing any type of foundation. bareMinerals is completely different, so much so, that I don't wear any other make of foundation/blusher/bronzer. I purchased the starter set and two other sets from QVC - I love it so much."

Debra in Birmingham

"I absolutely loved my sample :) I have ultra sensitive skin so can't use many products, but this was great...just wish it was bigger! It's now on my Christmas list."

Kirsten in Cambridgeshire

If you'd like to learn more and find out how SoPost can help you, talk to us.