Product
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2x ROI
on cost of sampling
20.3%
review rate (+200% vs benchmark)
87%
liked the sample
69%
purchase intent
Creed, celebrated for its luxury fragrances, wanted a big launch for their new Ambers line -Centaurus and Delphinus—two refined, unisex scents crafted to appeal to both male and female consumers. Known for elegance and exclusivity, Creed aimed to create an impactful launch that would resonate with both existing fans and new audiences.
Partnering with Sampl, Creed crafted a launch with a luxury customer experience, while effectively expanding its audience through data-driven sampling across multiple channels.
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The Challenge
Creed’s team wanted a launch that could achieve multiple high-stakes goals for the Ambers line: generating strong product awareness, gathering insightful feedback, and driving high purchase intent. With a tight two-week timeline and Creed’s high standards, the campaign required flawless execution and precise targeting across all channels.
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The Objectives:
- Product awareness for new audiences: Reach exclusive and new audiences alike with compelling first impressions of the Ambers line. Specifically targeting a premium audience with a lot of disposable income.
- Product awareness for current customers: To make sure that they are delighting their current VIPs and loyal customers, who are most likely to buy and recommend.
- Conversion and reviews: Collect valuable feedback from VIPs and new customers alike to drive credibility and guide future campaigns.
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The Solution
Sampl developed a precise, multi-channel sampling strategy tailored to Creed’s goals, ensuring both reach and resonance. Key steps in the campaign included:
- VIP surprise and delight: Sampl sent 1,000 samples in premium, exclusive packaging to Creed’s VIPs, reinforcing brand loyalty and enhancing customer satisfaction.
- Database activation with tracking: Distributing 10,000 samples to Creed’s existing CRM audience, leading to an 81% pre-delivery open rate and an 86% sample satisfaction rate.
- Vogue publisher partnership for targeted reach: A QR code within Vogue directed readers to request samples, resulting in an 89% satisfaction rate and 69% purchase intent. Creed was able to use Sampl's Vogue partnership to reach a premium audience - a clever solution to enhance their media impact.
- Public sampling on Meta: Reaching 10,000 new audience members on Meta boosted Creed’s overall brand awareness. Each sample was delivered in a sleek, branded mailer, building anticipation and perfectly aligning with Creed’s luxury image.
The Results
Creed’s Ambers launch campaign delivered a 2x ROI for their CRM database—an impressive result.
Beyond direct sales, the campaign generated substantial long-term value:
- 20.3% of recipients left detailed reviews, enhancing social proof and credibility for the Ambers line.
- 61.4% opted into marketing communications, significantly expanding Creed’s high-intent customer database.
- 69% of Vogue readers showed purchase intent, showcasing a heightened interest among luxury-focused audiences.
Together, these metrics represent a broader ROI beyond initial sales, adding tangible value to Creed’s future marketing potential. This data-driven sampling strategy set a new standard for Creed’s product launches by cultivating both immediate revenue and long-term engagement.
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The Insights
Through Sampl’s data-driven sampling approach, Creed gained critical insights into their audience, showing the depth of understanding possible when brands leverage targeted sampling:
- Targeted product appeal: Creed identified clear demographic preferences—Delphinus appealed to a wide audience, while Centaurus resonated strongly with male consumers. These insights guided messaging that spoke directly to each segment.
- Luxury self-care positioning: With 69% purchase intent among Vogue readers, Creed tapped into a growing trend: luxury as personal self-care. This insight supports future campaigns appealing to consumers seeking indulgence and personal expression.
- Channel-specific intent: Vogue readers displayed the highest purchase intent, revealing the importance of matching luxury fragrances with premium media channels for optimal engagement and sales impact.
- In-store purchase preference: Many customers preferred in-store purchases, reinforcing that physical retail remains vital for luxury fragrances, where sensory experience is paramount.
By partnering with Sampl, fragrance brands can uncover deep audience insights, refine positioning, and drive impactful campaigns tailored to their unique customer base.
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Overcoming Challenges
With Creed’s exacting standards and a condensed two-week timeline, the Sampl team provided seamless execution, managing logistics and adapting creative elements quickly to meet Vogue’s publication deadlines. The campaign used unique voucher codes to track engagement and tailored email journeys based on consumer responses to enhance the customer experience and build loyalty.
“Having a partner who could execute flawlessly within a tight timeframe was essential. Sampl’s team delivered insights that will shape future campaigns.”
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In Conclusion
Through a data-driven, multi-channel sampling strategy, Sampl helped position Creed’s Ambers line as a must-have luxury fragrance. From reaching new audiences to collecting actionable insights, the campaign successfully combined reach with high satisfaction and purchase rate through precision-targeted sampling.
Book a demo today and see how we can help your brand.
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