05 Apr 2017
Charlotte Tilbury wanted to increase awareness of their brand among the female audience. With Mothers' Day in mind they chose to carry out sampling of their products in the cinema foyer of Movies@Dundrum on the 18th and 19th of March from 5pm to 9pm.
PR staff, who had been in Charlotte Tilbury in Brown Thomas earlier that day to get their makeup applied, handed out samples of their “Scent of a Dream” perfume and "K.I.S.S.I.N.G" lipstick to cinemagoers. 4,000 samples of each product were brought to the cinema and were all handed out over the course of the two nights.
To create further awareness with Charlotte Tilbury’s target audience, a 30 second on-screen cinema ad was running in the lead up to the sampling dates and copy was changed to a 60 second ad for the sampling weekend.
The sampling was a huge success and created a buzz in the cinema foyer with all 8,000 samples being handed out. Social media also played a part in this campaign with former Miss World Rosanna Davison receiving one of the samples and mentioning the promotion to her 136,000 followers on Instagram.