Showcase Case Studies Epi-Max Tissue Oil | Product drop

Epi-Max Tissue Oil | Product drop (New launch)

Epi Max Tissue Oil
savvy
the challenge
Epi-Max wanted everyday South African women to demonstrate how its Tissue Oil fits into a night-time “slugging” routine, locking in moisture, soothing dry or uneven skin and delivering visible glow. The brief was two-fold: build awareness of what the product actually does and prove that it can slot into real skin-care habits at an affordable price point, all while reaching urban women aged 20-35 who already follow beauty content online.
our solution
We activated 100 mid- to high-income women across South Africa’s metros. Participants purchased the product in-store or online, used it at home and shared unscripted content that spotlighted honest routines and results. In parallel we collected product reviews, first-hand survey feedback and amplified the best posts through paid media.
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theSalt ‘sampling with a difference’ framework
  1. Source & activate - identify consumer-creators in our 560,000+ strong database that match the brief
  2. Product purchase & trial - participants buy Epi-Max themselves (no sampling bias)
  3. Online brand advocacy - authentic social posts in their own voice
  4. Feedback, purchase verification & survey - gather quantitative and qualitative proof
  5. Paid media distribution - boost top-performing content to scale awareness
goals vs achievements
KPI Target Achieved Uplift
Consumer-generated posts 213 2.1 ×
Organic impressions 100 000 747 414 7.5 ×
Paid impressions 1 000 000 3 000 000+ 3 ×
Takealot reviews 20 20 100 %
ROI (media-value) — 3.11 × —
Content & organic reach
Paid media efficiency
Retail review conversion
Overall campaign value
consumer insight highlights
  1. Two-thirds of participants rated value-for-money as “Excellent”; nearly everyone said the oil met or exceeded their usual standards.
  2. 90 %+ would repurchase and recommend to a friend—strong word-of-mouth built in.
  3. Posts triggered real-life conversations; most questions centred on where to buy and whether it helps sensitive skin, indicating genuine purchase intent.
why it worked
  1. Real purchase = real trust - shoppers spent their own money, so advocacy felt honest.
  2. Visual proof - glowing “after” shots drove curiosity and offline chat.
  3. Data-driven amplification - low CPMs meant every rand stretched further while staying on-target.
channels used
Instagram | TikTok | Facebook | Takealot reviews | Paid social boosts
key takeaway
Sampling with a difference turns everyday consumers into credible storytellers, generating content, social proof and retail demand in one integrated sprint, all at a fraction of traditional influencer fees.
Contact us if you would like to explore this more