Targeted Sampling with Online Grocery Applications
1. Campaign Summary
In this campaign, the objective was to run a targeted sampling campaign to introduce a new product for one of the leading fabric softeners brands in Saudi Arabia. We sought to increase brand awareness by attaching branded flyers to a total of 10,000 samples and distributing them through an online grocery store.
2. Designing the Campaign
The client was asked to provide more details about the demographics that matched the campaign objectives, such as regions of distribution, gender focus, age group, amongst other segments.
To ensure targeted distribution, our algorithm identifies customer segments in our marketplace and matches it with the right e-commerce website. Quantum made an agreement with an online grocery platform to include a sample with each order. The partner is a same-day online grocery platform that delivers direct to customers' doors.
3. Delivering the Samples
Quantum picked up 10,000 samples from the client’s warehouse and started distributing through the online grocery platform. Over a two week period, all 10,000 samples were delivered and data was collected.
Quantum attached a branded flyer to each sample. The flyer included a QR code that redirected to a survey designed to collect insights regarding brand awareness and product popularity amongst consumers. We also measured customer satisfaction using NPS (Net Promoter Score).
4. Analytics & Results
The objective of this campaign is to deliver the samples to mostly female users. Data show's that a female-focused customer base aligned with Quantum’s objective.
Age Group Breakdown
Most users were between 25-34 years old, while 31% of the users were between the ages of 35-44 years old.
Product Quality Rating by Users
90% of people had generally positive feedback about the product after testing it. 10% had a neutral opinion and 0% had negative feedback.
Product Recommendation Likelihood
The consumers were asked how likely are they to recommend this product to a peer. 83% were generally willing to recommend the product.
Product Popularity Factor by Region
We see that the product scored highest on our popularity factor in the regions of Riyadh & Dammam.
Product Popularity Factor by Age Group
We found that 18-24-year-olds and 35-44-year-olds find this product the most popular.
Interested in Running Your Own Product Sample Distribution Campaign?
Marketers are increasingly turning to product sampling in order to drive brand awareness, increase sales, and build customer loyalty. With Quantum, you can distribute samples to over 1M+ customers on our marketplace of e-commerce websites, focus groups, and live events. Click here to get started.
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