We decided to integrate three incentives in a single mail shot in order to reach the target group of potential purchasers. A mail shot was prepared which contained a sachet of wipes, attached to the letter for immediate trial, a personalised coupon, and a postcard to take part in a contest with exclusive prizes dedicated to the specific target (women who care about their looks).

Over 6% of the recipients of the mail shot sent back proof of purchase of the product in order to take part in the contest and the product has been positively received.