The winning combination of our digital sampling kiosks and La Roche-Posay's Effaclar range.

La Roche-Posay were looking to engage active, Gen-Z audiences with their new Effaclar range  - a skincare line designed to address oily, acne-prone skin.

So we proposed the perfect solution: a six-week digital sampling kiosk campaign, which placed the Effaclar range directly in the hands of Fitness First and Goodlife members across 64 locations nationwide.

The digital sampling kiosks were complemented by an on-screen campaign dominating the Active environment, which educated audiences about the benefits of the range. Key campaign messages were splashed on screens strategically situated at the entry and exit points of changing rooms - the perfect placement to connect with action-oriented audiences.

The sampling kiosks attracted eager Gen-Z gymgoers who were looking to experience the Effaclar, La Roche-Posay difference for themselves.

By offering consumers the opportunity to trial this new product to their post-gym skincare routine, the kiosk dispensed a total of 20,000 samples across both Fitness First and Goodlife locations, kickstarting their journey to clearer skin.

Megan Flynn, Senior Brand Manager at La Roche-Posay commented on the instrumental success of the campaign for the Effaclar franchise.

"The VMO team took the time to understand our brand, target audiences and objectives, resulting in a multi-faceted campaign that went beyond standard out-of-home. We were particularly impressed with their innovative use of gym-based screens to reach our Gen-Z audience through sampling.

VMO's commitment to transparency and detailed reporting allowed us to track progress and make data-driven decisions throughout the campaign and to adjust where necessary while the campaign was still live."

Dilara Ulkutas, Business Associate Director for L'Oreal Dermatological Beauty and Professional Products additionally commented.

"Partnering with VMO’s Active network allowed La Roche-Posay to build knowledge and proof across their Effaclar product range. The gym sampling opportunity was a massive success with the brand achieving the highest number of samples distributed in 1 day and 1st week for VMO active network. There’s a future opportunity to continue activating in gym environments to educate and promote product trial with the younger audience, particularly men.

The campaign process was very smooth and the VMO team are always willing to help throughout the campaign process, which helped us deliver strong results for our client.”

The clear success of this campaign is proof that we know how to make a splash.

Curious to see how your brand can connect with active Gen Z audiences?

Find out more about our Active network here, or reach out to your account manager. Let's discuss smart sampling for your brand.