This summer, global brand Bondi Sands expanded their exciting new range of sun-care products. With the peak season underway, they needed a channel to get product onto people’s skin in the perfect contextual setting. And this is where Brandcrush came in.
Blair James - Co-Owner of Bondi Sands talks about his experience with Brandcrush
Using the Brandcrush platform, Bondi Sands booked six popular activation partners — including The Bucket List on Bondi Beach, Beachcombers Cafe, and West Beach Pavilion in St Kilda — who offered access to their target market of summer-loving pool and beachgoers, as well as close proximity to their primary stockists, Priceline & Chemist Warehouse.
The activation saw staff at each location handing out sample sachets of the product as a gift with purchase. Self-serve bowls of samples were placed in high-traffic areas, and full-sized versions of the sun care range were also given to the venues for use in bathrooms and patio areas.
To complement the physical activation, Bondi Sands were also keen to acquire images for their social channels. They provided their activation partners with a mood board to demonstrate how they’d like their products displayed, and guidance around the types of images the Brand were hoping to get in their activation report.
Patrons at West Beach Bathers Pavilion, St Kilda enjoying their Bondi Sands suncare samples.
Through Brandcrush, Bondi Sands were able to get their new product in the hands of 7,725 people in a genuine context, close to stockists, driving in-store conversion. In addition, the activation reports they received from their activation partners included 24 Instagram-ready photos of the activation and instant insightful consumer feedback.
Using the Brandcrush platform, Bondi Sands were able to geo-target suitable locations and then further refine their search by selecting business categories that align with their target consumers. They opted to have the activation partners execute for them by selecting "gift with purchase" from the drop down filters and this allowed them to scale their activation across multiple states without the need to arrange staff. The approach meant their product were being distributed by staff in businesses that consumers knew and trust. The net result was authentic and scalable "real world" product endorsement.
Brandcrush allowed Bondi Sands to discover all suitable locations, build a campaign (similar to add to cart) and then submit their "Activation Request" for all locations at once. This this process guides brands through the briefing process all allows attachments for any additional documentation that's required. Once an Activation Request is submitted, hosts have up to 5 days to accept or decline and then a downloadable shipping and logistics CSV becomes available. The whole process was executed in less than 14 days.
| Reach: 7,725 |
| Activation Spaces: 6 |
| $0.61 Cost Per Reach (ex GST) |
| Locations: Melb & Syd |
Here are just a few of the great pieces of feedback received:
"This product is perfect for our customers! Everyone loved the smell and thought it was a great idea to run the sampling here at the Speedo Cafe. This was a huge success and we would be open to working with Bondi Sands in the future" – Speedo Café, Bondi Beach
"The activation was really well received by our customers. Perfect for Bondi's hot summer sun. We have a box of Bondi Sands Sunscreen placed out at our host desk daily for guests and passer byes to help themselves" - The Bucket List, Bondi Beach
"Customers loved the idea of sunscreen by the beach. It was a perfect fit for Lush, especially during the hot days. The samples were very popular and we got through them very easily. International customers loved a 'Bondi' sunscreen and local swimming groups and lifesavers really loved the samples and scent" – Lush on Bondi, Bondi Beach
“We collaborated with a number of beachside locations to encourage product trial in a relevant setting. Brandcrush made it easy to book and activate a volume of spaces that aligned with our brand objectives," says Clare Slater, Bondi Sands Brand Manager.
If you would like to learn more about about Brandcrush then please don't hesitate to contact us today.