To give their promotional campaign a ‘wow’ factor, Lass Natural Cosmetics distributed coupons that not only informed customers of the sale, but also constantly reminded them of how little time they had left to use it.

Method

• Lass Natural Cosmetics are made from natural ingredients and their promotion stayed true to the values of the brand by using die-cut coupons fashioned out of a paper substrate made from leaves and petals. Owing to the continuous loss of moisture, the text would inevitably expand and become unreadable within 48 hours, rendering the coupons useless.
• The ongoing decomposition of the coupon reinforced the brand’s values of using fresh, natural ingredients and also served as a reminder that time was of the essence if they wanted to take up the sales offer. The coupons effectively let customers know that an offer was slipping out of their hands with every passing second. The coupons were delivered as unaddressed mail to homes near major Lass outlets and inserted into newspapers. Existing customers on the database received coupons as well. To ensure the database remained accurate, the coupon needed to engage.

The results

• Of the coupons distributed near six major outlets an incredible 70% were used in the allocated time frame. Many customers came in afterwards with the tattered remnants of expired coupons hoping to still be able to redeem them. Instead, they received freebies with their purchases for taking the time to come into to the store with the intent on using the coupon. In less than 5 days after distributing the coupons, Lass Natural Cosmetics recorded its highest ever sales of near-expiry stock proving the campaign to be a huge success.

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