#POPSUGAR DABBLE SKIN#

Unsurprisingly, only 13% had heard of the brand, previously only sold through spas. A campaign for Image Skincare targeted 1,000 members of PopSugar’s Dabble community.

In the very best systems, AI-driven filtering validates the audience to minimize waste - for example, cutting out freebie hunters who want to get as many products as possible without actually delivering feedback or purchasing products.Īfter receiving samples, community members are encouraged to give feedback and review them, sign up for further marketing communications and are directed to where they can purchase the product.įeedback levels are refreshingly high. This wealth of freely given information is invaluable for marketers, allowing segmentation for precision-targeted campaigns that reach only the most relevant customers.

#POPSUGAR DABBLE SKIN#

Personal characteristics and preferences are then captured including skin type, hair color, makeup and fragrance preferences, as well as more general categories about family and health. For example, Dabble members share their name, email, postal address, age and gender. When consumers opt-in to a community, they create a detailed profile. This can all be achieved with a smart, efficient and effective sampling campaign. They are ideal arenas to undertake activities such as testing the water with a new product, generating highly useful reviews or simply driving direct sales. This level of insight increases the value of communities as part of a marketing strategy. Dabble is the home of a highly engaged audience of beauty-obsessed millennial women, which makes it the perfect place to engage with a passionate, knowledgeable audience that is very keen to sample the latest beauty products. They also enjoy sampling new products and telling people about it.Ĭommunities are often based around a trusted publisher or brand, such as the popular Dabble community in partnership with PopSugar. The difference from online communities is that members number in the tens of thousands, and every one of them has created a detailed profile that allows marketing teams to know a lot of important information about them. Investing in beauty communities unlocks insightsĬommunities are the solution to issues of cost and waste for marketers, as they deliver benefits that make online product sampling a more efficient method of marketing.Īt its simplest, an online community is just like its real-world namesake: a group of people with shared interests who know and like each other, and generally trust the opinions of other members.

Plus, while it may generate some sales, there is little in the way of data and insights to allow detailed measurement of the true ROI and use of that information to inform subsequent product launches or campaigns.Ĭonversely, smart sampling supporting a digital campaign can help maximize marketing spend and deliver real data. It also runs the risk of a poor consumer experience, negatively impacting customer relationships with a brand. However, if done inefficiently, blind online sampling can lead to expensive and damaging amounts of product waste.

This is an impersonal way of buying highly personal products, making product sampling an even more important tool. For starters, digital marketing in a crowded space can make product launches very expensive, and the entire industry wants to make its marketing buck work harder.īeauty is particularly tricky in the digital arena as brands need to instill in their audience the confidence to buy a new-to-market product online. However, as anyone who has run a digital campaign will attest, it is not as simple as it seems. The solution to these challenges may seem obvious: Digital marketing can pay dividends for brands who previously relied on brick-and-mortar or print sampling.

Popsugar dabble