Mail Metro Media says in a first for the business, it has activated a digital sampling campaign, in collaboration with Superdrug and Odore to promote Superdrug’s B. Menopause Night Cream.
The campaign sees the beauty retailer distribute 17,500 product samples through MailOnline, Metro and theipaper.com, utilising a mix of digital ad formats for desktop and mobile, added Mail Metro Media.
This new promotional initiative connects the new product, designed specifically for women going through the menopause, with Mail Metro Media’s cross-newsbrand female readership aged 35 and over through contextually relevant content on topics including organic beauty, women’s health, and reality TV, Mail Metro Media continued.
Through the integration provided by Odore’s sampling technology, users can request trials of the skincare product, engaging with the campaign through a streamlined process while providing first party data through the activation for Superdrug’s ongoing CRM efforts.
Jo Coltman, head of retail and beauty, Mail Metro Media stated: “As we build out increasingly robust ecommerce products and shoppable formats, this is an exciting new addition to our repertoire which simultaneously showcases our ability to reach and engage audiences for the beauty and cosmetics industry. With this activation, we are setting a new standard for how brands can connect with their audience through innovative digital solutions that show a real proxy of intent.”
Gemma Mason, head of marketing, Superdrug comments: “For this significant launch in our B Skincare range, it was especially important to us that such a discerning and specific audience can trial and experience the product. Tapping into the reach, scale and unrivalled engagement offered by Metro, MailOnline and The i Paper has allowed us to do just that, and across a varied and responsive range of digital media and social channels.”
Lee Bailey, commercial head of sampling, Odore, added: "This is a significant milestone, not only for Mail Metro Media but for digital sampling as a whole. We’re thrilled to be at the forefront of this exciting campaign, helping Superdrug connect with their target audience in such an impactful way. By integrating sampling with popular platforms like Metro, The i Paper and MailOnline, we’re reaching consumers where they are and providing a tailored experience that drives real engagement and value."
Mail Metro Media says the new digital sampling offering follows the recent launch of six news data targeting products powered by the proprietary identity solution dmg::ID, unveiling new Premium Engaging Formats including full-width mobile browser ad experience “Edge to Edge”, and many other exciting developments across digital, data and commerce throughout 2024.
