In January 2022, Dig In ran a Live Activation for L’Oréal UK: 19,218,380 single-use samples from L’Oréal’s consumer brands, covering hair, face and body care, delivered to 450 accommodation sites at 160 universities. Every site also had a Garnier recycling point run with TerraCycle, so students could recycle the empty packaging. L’Oréal first sampled with Dig In in the 2019 welcome boxes, with 800,000 samples.
The brief
L’Oréal wanted its personal care ranges in the hands of as many students as possible, and wanted to do it responsibly: once a sample was used, the packaging needed somewhere to go.
What we did
We broke down every pallet and rebuilt it with at least three categories, so each hall received a mix of shampoo, moisturiser, body wash and other products. Hall managers at all 450 sites were briefed in advance. We emailed first-year students before the drop to explain the campaign and L’Oréal’s packaging commitments, and recruited student ambassadors to promote the recycling points in their halls. TerraCycle collected the boxes when full.
The result
19,218,380
L’Oréal samples delivered to student halls, January 2022
450
accommodation sites at 160 universities, each with a TerraCycle recycling point
800,000
L’Oréal samples in the 2019 Freshers welcome boxes, the first campaign together
What it means for brands like yours
A national brand can put millions of samples into student halls in one wave, with a hall manager briefed at every site and a recycling route for the packaging. Scale and responsibility do not have to be traded off.
Questions
How many samples did L’Oréal send through Dig In?
19,218,380 in January 2022, to 450 accommodation sites at 160 universities. L’Oréal first sampled with Dig In in 2019, with 800,000 samples in the welcome boxes.
What happened to the packaging?
Every site had a Garnier recycling point run with TerraCycle. Students dropped used sample packaging there, and TerraCycle collected it when full.
Which products were included?
Single-use sachets and tubes from L’Oréal’s consumer brands, covering haircare, face care and body care, mixed so each hall received at least three categories.