Beauty product manufacturer Living Proof recently scored a big hit surrounding a free sample campaign for its No Frizz hair care product. Living Proof used a number of avenues to specifically appeal to its target demographic, taking advantage of Facebook’s ad system to supplement the Free Sample tab on their official Facebook page.
Living Proof did not require Facebook users to become a fan of their product to receive the free sample of No Frizz, yet their fan numbers spiked from a little more than 1,000 to over 7,000 during the promotion. The company handed out 15,000 samples of No Frizz in a 48-hour period.
The promotion is still generating some buzz, as is evident by chatter in the company’s wall posts. The page now has nearly 9,000 fans, with some users presumably checking the page out in hopes of snagging a freebie the next time they’re offered. Living Proof has also ensured that users have a reason to stay once they click over to the fan page, with a simple yet effective tool for finding the proper product for your hair type and purchasing it directly from the page.
Offering up free goods for fans isn’t a novel approach, but Living Proof did more than just trade goods for fans in this campaign. By not requiring Facebook users to become fans of the page to get the sample, they potentially hurt their overall numbers. But it seems that Living Proof was after quality over quantity in this instance, which is reflected in the extremely specific demographic targeted through Facebook ads — 88% of those exposed to the ads were females between 18 and 54 years old.
We’ve seen plenty of examples of companies handing out freebies for fans, most notably with food and condiments, as well as support from Facebook through sampling engagement ads. Most of those campaigns did require users to become fans of the respective brands. By giving Facebook users the option of fanning the Living Proof page, the company has kept its fan numbers accurate, giving the company a better idea of how its products and image are received on Facebook and who is actually using their goods. The campaign may have also brought in users unaware that Living Proof had a Facebook page and not necessarily interested in the free sample.
It also helps that the company seems to offer a quality product; many of the wall posts praise the company, with users trading information on where to buy Living Proof products. The page’s administrators are also very active, and there is easy access to customer service email and live chats, the company’s Twitter feed and a comprehensive collection of YouTube videos, all from the Facebook page.