We powered the Mary Kay sample program that ran in the September issues of seven different Meredith titles. The campaign was the largest mobile-enabled program of its kind to date, in which 35,000 samples were distributed across the titles.
Mary Kay and Meredith utilized our "Mobilize Me" technology platform to distribute samples of its NouriShine Plus™ Lip Gloss and its TimeWise Repair™ Volu-Firm™ Set and promoted the program with SMS-based calls to action in ads in the magazines. The participating titles were Parents, Fitness, Siempre Mujer, Better Homes and Gardens, More, Family Circle and Ladies Home Journal. On average, the sampling program sold-out in just two weeks across the seven titles.
Magazine readers texted a designated keyword (example: “FIT GLOSS” or “BHG REPAIR”) to 76477 to qualify to receive a free sample from Mary Kay. If the reader was one of the first 5,000 registrants (per magazine), they received a text back with confirmation and a link to a mobile website where they provided their personal information (and opted-in for future communications from Mary Kay).
This is the second time Mary Kay and Meredith have run such a program with Snipp. Last year, they ran a similar program but distributing only 5,000 samples across three titles. Based on the success of last year's program, this year they decided to expand the scope of the program significantly.