Product
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95%
new to brand
69%
purchase intent
15%
review response rate
90%
would recommend to a friend
About
Mizensir, part of The Orange Square Company, is a luxury fragrance house renowned for its meticulous craftsmanship and unique scent profiles. Mizensir, part of The Orange Square Company, is a luxury fragrance house known for its exceptional craftsmanship and unique scents, offering a refined experience for premium fragrance lovers.
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Challenge
Driving new audience growth and measurable purchase intent
As a challenger brand with limited social media presence and sold in high-end retail, Mizensir faced a significant hurdle of reaching affluent consumers who value premium fragrances.
Their goals were clear:
- Introduce new customers to their unique scents, using trial to deliver meaningful insights and conversions.
- Maintain exclusivity by avoiding freebie-hunters through precise targeting.
- Drive traffic to Selfridges’ physical and online stores to boost sales.
- Gather detailed insights on scent preferences to inform and enhance future marketing strategies.
With these challenges in mind, Mizensir needed a partner who could deliver a focused and effective sampling campaign that aligned with their brand’s premium positioning.
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Solution
How SamplMatch helped Mizensir connect with premium fragrance lovers
To address these goals, Sampl designed a bespoke sampling campaign leveraging its advanced targeting and scent-matching capabilities. The strategy ensured every sample reached the perfect consumer, maximising the campaign’s impact.
Key elements of the campaign included:
- SamplMatch technology: This matched participants to one of five fragrances based on their scent preferences, ensuring relevance.
- Validating every request: Prevented freebie-seekers from accessing samples using vaidation technology, maintaining the campaign’s exclusivity.
- Strategic partnership with The Handbook: Mizensir partnered with The Handbook, a London-based luxury publisher, to target a database of high-income individuals (50% earning over £50k and 30% earning over £100k annually).
- Bespoke consumer journey: The campaign included personalised CRM emails aligned with Mizensir’s branding, a leaflet in sample packs, and targeted calls-to-action linking to Selfridges’ e-commerce platform.
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Building an engaging journey for high-value customers
The campaign followed a structured plan to ensure maximum effectiveness:
- Targeted outreach: Solus emails introduced participants to Mizensir’s brand story and guided them through a fragrance discovery journey.
- Seamless sampling process: Approved participants received tailored fragrance samples with educational inserts about Mizensir’s craftsmanship and history.
- Engaging follow-ups: Consumers entered a communication flow post-sampling, designed to encourage product reviews and incentivise purchases with an exclusive Selfridges gift offer.
- Real-time adjustments: Sampl’s exclusion technology prevented entries from the URL being leaked to a freebie-site, ensuring that only the right consumers got a sample.
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Results
Mizensir achieved 69% purchase intent and expanded its reach
The Mizensir campaign delivered outstanding results, reinforcing the power of a targeted, data-driven approach:
- Purchase intent: 69% of participants expressed intent to buy after sampling.
- New audience reach: 95% of participants had never encountered Mizensir before.
- Review response rate: Achieved a 15% response rate, surpassing the industry benchmark of 6%.
- Sample delivery: 7,000 samples distributed to a highly relevant audience.
- Consumer engagement: 90% of respondents said they would recommend the product to others.
- Sales uplift: Strong consumer interest translated to Selfridges’ online and in-store traffic, boosted by a gift-with-purchase incentive.
Harriet Smales, Head of Partnerships at The Handbook, highlighted the campaign’s success;
Collaborating with Sampl and Mizensir allowed us to deliver a high-end sampling experience that our audience loved. The exclusive nature of the campaign, combined with targeted fragrance matching, resonated well with our community, adding value and fostering strong brand connections.
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Conclusion and Insights
- Matching consumers to products drives engagement and intent, particularly in the luxury market.
- Maintain exclusivity with technology like SamplMatch to ensure campaigns reach the right audience.
- Leverage partnerships with publishers to amplify reach and credibility.
- Utilise feedback from consumer reviews to guide future product development and marketing strategies.
By combining precision targeting with a premium consumer experience, the campaign achieved measurable success, including significant purchase intent and audience expansion.
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