Through the use of Fashion Media’s latest advertising platforms, the Hotspot and Activation Pad, one of Clinique’s most successful repeat campaigns received more bang for its buck. Clinique’s ‘Gift with Purchase’ offering asked consumers to purchase a Clinique product of a certain value to receive a free cosmetic gift.
“Although these campaigns run at short bursts, for a period of two weeks, they attract a huge amount of interest from shoppers,” says Sean Reed, MD of Fashion Media. “Apart from strategically branding national Edgars stores with attractive and clean Clinique pack shots on our standard windows and sensormatic platforms (security beepa sleeves), in Sandton we introduced a platform called the activation pad, and nationally we introduced the Hotspot into 31 Edgars outlets.”
The activation pad is essentially a “centre court” within Edgars where Clinique can accentuate its offering to shoppers that walk in store. Here they can view Clinique’s product range and trial certain products before purchase. The Hotspot is a newly introduced advertising platform that acts as a standalone “outpost” to generate awareness of the product offering.
“The campaign is targeted mainly at women as cosmetic users,” says Sean. “This type of promotion is a great way for consumers to trial their free gift products which may be cosmetics or products they haven’t purchased or had access to before.”