Parents always strive to offer the very best to their little ones and when it comes to the products they introduce into their lives, they have to gain the ultimate mom and dad seal of approval. That’s why an emerging luxury baby brand knew that the only way to prove they had expertly crafted the finest quality diaper was to get it into the hands of their targeted audience and put them to the test.
To do that, they built a digital sampling program with Sampler where they were able to uniquely target expecting and new parents and deliver a sample directly to their doorstep to try in the comfort of their home. The product quickly won over the hearts of parents who claimed a sample attracting thousands of ratings and reviews and boosting brand awareness.
Through a post-sampling survey, the brand was able to ask parents specific follow-up questions to find out what they thought of the product and gauge their buying intent. Some of the questions included how they would rate them, how likely they were to recommend the product to others, whether they’d purchase the product since receiving their sample box, and how likely they were to buy it now that they’ve had a chance to try it.
The response was impressive with 85% of claimants giving the product a rating of 4 stars or higher, 60% stating they were likely to purchase, and 66% saying they were likely to recommend it to others. The brand gathered nearly 10,000 reviews with most parents citing the superior quality, excellent absorption, and sustainability promise of the brand in their reviews.
Having this direct channel of communication with consumers is a game changer for emerging brands looking to glean early product feedback and gain insight into how consumers are responding to their product.
“Better listening makes for stronger consumer relationships. This awesome brand was able to build a direct line of communication with their highest-value consumer through a free sample incentive and in the process gathered helpful feedback, email opt-ins, and user-generated content. Finding out things like what draws consumers to your brand, what they love most about your product, and what would drive a future purchase helps rising brands like this one better tailor their sales and marketing efforts for maximum impact.”
Senior Brand Communications Manager
are likely to purchase post-trial
Consumers love to share their positive brand experiences with their communities and in this digital sampling program that was no exception. The memorable and engaging experience of receiving a personalized set of samples at their doorstep inspired claimants to capture their unboxing experience and post it on Instagram creating a treasure of authentic content for the brand.
For up-and-coming brands, a digital sampling program not only helps gather UGC quickly and scale up their marketing collateral, but helps foster brand trust and recognition early. It’s a helpful way to get a lot of consumer participation quickly and the complimentary experience also breeds a sense of reciprocity in consumers that inspires them to give back to the brand.
This can take shape in the form of reviews, email opt-ins, product feedback, and photos or videos of them engaging with their newly found product favorites.
As a luxury diaper brand, keeping up with the ever-changing needs of parents and communicating with them at different stages of their life is pivotal. Collecting thousands of email opt-ins and key consumer data points during their digital sampling program has now armed the brand with an ability to build a tailored experience from beginning to end and nurture their consumer all the way to purchase and beyond.
With key insights ranging from their age, to their opinion of the product, and even their purchase intent, the brand can strategically mold their messaging to high-value shoppers at every step of their buying journey.
Product sampling will always play a crucial role when marketing to new or expectant parents. Getting the product into their hands and actually putting it to the test offers a tangible interaction that is hard, if not impossible, to replicate with other marketing tactics. This innovative and rising luxury diaper brand not only offered parents a fun and memorable brand experience but made it easier than ever for their targeted audience to discover, learn, and stay in touch with them long after they tried their sample.
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