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In the fast lane with the Kambundji sisters
RAUSCH

How can you reach beauty-savvy women in a targeted manner and without coverage wastage? RAUSCH activated potential new customers digitally with a cross-media sampling campaign, sending the new Repair express treatment directly to their homes as a sample. Data-driven targeting, a personal product experience and the Kambundji sisters as ambassadors turned the trial into a compelling brand experience.

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The world-class Swiss sprinters Mujinga and Ditaji Kambundji pose with RAUSCH repair shampoo and Repair Express cure with amaranth.

Highly impressive results

129,092
initial e-mails received

15.89% opening rate

0.66% click rate

4.12% click-to-open rate
16,081
reminder e-mails received

56.98% opening rate

0.80% click rate

1.41% click-to-open rate
15,000

sample mailings sent, containing shampoo, hair care and flyer

Our approach

To reach exactly the right women, RAUSCH used affinity-based “Beauty” targeting from Swiss Post Advertising. The selected target group comprised women aged 30 to 49 from German-speaking Switzerland who are interested in beauty and care products.

An initial and a reminder e-mail kicked off the campaign. These presented the products and offered them at a special price. Women who opened the e-mails and clicked on a link received an addressed mailing containing product samples of the Repair shampoo and Repair express treatment, as well as a flyer. In this way, digital activation was consistently transformed into a personal product experience.

Marketing campaign with world-class sprinters

The sampling campaign was part of a large-scale marketing campaign featuring the athletics sisters and RAUSCH brand ambassadors Mujinga and Ditaji Kambundji. The heart of the campaign was a documentary-style promotional film that linked the athletes’ daily training routine with the new hair-care product. Digital out-of-home, print, online and social media were also used.

Campaign goals met

Thanks to precise affinity-based targeting, the sampling campaign reached exactly the right beauty-savvy women. This raised awareness of the hair-care products in a targeted manner and successfully inspired recipients to try them out. The combination of digital activation and personal sampling proved to be particularly effective.

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We are very satisfied with the results we’ve achieved. Thanks to precise target group selection, we communicated directly with potential consumers and used our media budget efficiently, without coverage wastage.
Esther Widmer, Head of Communication, RAUSCH AG Kreuzlingen