Product Sampling

The Brand

Marc Anthony is the Toronto-based celebrity hair stylist and product developer. Marc Anthony Hair & Body products are now sold worldwide. In Canada they can be purchased at Walmart, Rexall and Shoppers Drug Mart.

The Situation

Marc Anthony want to provide free 50ml samples of coconut oil and shea butter conditioner and body butter to target audience. Marc Anthony wanted to target females attending TIFF events, and star gazers.  March Anthony came to Fervent in 2014.  Happy with the results we worked them again in 2015 and 2016.

The Activity

Fervent Events drew up a list of the biggest movies in 2014, 2015 & 2016 at TIFF. Pre-shift reps spent 1-hour before each activation at Marc Anthony’s salon getting their hair styled. Reps then distributed samples close-by via guerrilla marketing. Further to this, they encouraged the target audience to enter a selfie contest.

The Results

  • 10,000 product samples distributed each year (2014-2016) over a 10-day program.
  • 10 activation days and premieres attended.
  • Hundreds of social media shares.
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