By leveraging the key consumer insight that the touches of luxury in everyday life are truly gratifying (and they feel they’ve earned the right!) to feel indulged and that little bit more special…By leveraging the product truth that Comfort Crème delivers a little luxury everyday by enriching clothes with a luxurious sensation that leaves you feeling pampered.We offered consumers the chance to…’Wrap yourself in luxury everyday’ with a FREE pashmina giveaway offer, plus the chance to help their friends enjoy a bit of every day indulgence too.

Overall, there were 462K visits to the site.Over the 1st weekend of activity 29K sample applications received online.30% of respondents had seen the offer online & 32% via a personalized email compared with 11% from magazine and press.All 100K pashminas claimed in 6 weeks (offer only communicated on site).The offers were picked up by discussion sites eg: ‘Found this today and it’s for a chance to claim a free trial size bottle of new Comfort Crème and a pashmina but they only have 100,000 to give away!’After analysis, the respondents over-indexed on affluent, married households.