Jergens kicks off lotion promotion

The Canadian beauty brand has added a Facebook strategy to its national experiential campaign in an effort to build social media buzz around its product demos.

After handing out free bottles of its skin moisturizers at hydration stations throughout Western Canada in the fall, Jergens Canada is turning its attention to the Eastern provinces with a similar offer supported by a print and social media campaign.

While handing out samples alternately in Montreal, Toronto and Halifax from now through the first week of February, Jergens is also supporting its experiential, PR and print ad campaigns in Chatelaine, Canadian Living, House & Home, Reader’s Digest, Best Health and Hello! with an eight-week Facebook online campaign that kicks off Jan. 7.

One of the main components of the Facebook effort, extended from a current promotion on, will include a coupon worth $1.50 off a consumer’s next bottle of lotion.

Wendy Montgomery, brand manager, Jergens, tells MiC that the media strategy was developed around the experiential campaign.

‘We wanted the consumer to have an intimate and interactive experience with our product, so we could build awareness of our product and keep it on their minds both online and offline.’

Montgomery expects the company presence on Facebook to increase from the 2,000 fans it has recruited so far. ‘From an ROI perspective, it hasn’t cost us a lot to communicate with our customers, whom we’re able to speak with on a one-on-one basis,’ says Montgomery. ‘Our [fans] are really interested in our products, and if they aren’t already, have become Jergens users. The conversion rate has been great; we’ve been really happy with it.’

Based on the number of product samples handed out so far, Montgomery estimates that over 100,000 consumers have been reached during the early part of the campaign conducted in 2009. She expects a similar impact with the 2010 Q1 efforts.

For the experiential campaign, Jergens partnered with Toronto’s Response Solutions, while Oakville’s iDig Marketing was tapped for the online portion and Mississauga’s Anne Parkes Media handled the media buy.

The campaign will be repeated in the fall of 2010.