Lee Kum Kee
First established in 1888, Lee Kum Kee has turned into one of the best-known, leading Chinese condiments brands distributing a range of delicious and authentic Chinese sauces across the globe.
Lee Kum Kee had come to Flavor to find effective ways to encourage consumers in Germany, to purchase full-sized products of Lee Kum Kee sauces through sampling methods.
With an Average Product Rating of 8.5 out of 10, 74% Average Likelihood to Purchase and a 51 Net Promoter Score Average, social sampling was used to give consumers the opportunity to claim a free sample and take them through the entire purchase funnel – from awareness to point of purchase.
Social ad and hyper-targeting tools were utilised to reach German consumers who had interests that matched home cooking and Asian cuisines.
The targeting had identified a potential 30,000,000 relevant and engaged audiences.
Flavor. had also used a combination of TGI, Acorn and proprietary data to identify hot-spots of the Lee Kum Kee audience throughout Germany to identify relevant subscription partners whilst ensuring minimal audience wastage.
Flavor had distributed 5,000+ samples of Lee Kum Kee sauce packs into consumer homes via Marley Spoon boxes in Germany. A leaflet was included with the samples to give further product information.
Alonglside this, Flavor. ran targeted social adverts and served them to Lee Kum Kee’s audience – giving them a chance to claim a free sample pack collection of cooking sauces.
The Social ad reached a hyper-targeted audience with a total reach of over 186,000. There were 16,375 samples that had been claimed and were sent directly to consumers’ homes.
Follow-up emails and measurement surveys were sent to consumers post-trial in order to maximise sales uplift and encourage product feedback.
MEASUREMENT + RESULTS
- A total of 21,880 samples distributed via social sampling and Marley Spoon
- 84% Likelihood to Purchase rate
- 99% of consumers were familiar with Chinese cuisine
- 70% of new consumers introduced to Lee Kum Kee
- Up to £45K in Potential Sales Revenue
Flavor. Sampling is an Integrated Sampling Agency. We curate the perfect mix of sampling techniques to deliver optimal results for every campaign. Integrating all elements under one house to drive efficiencies in Targeting, Relevance, Measurement and ROI
We plan, execute & measure sampling campaigns built from a blend of tools, methods and techniques – including the ones mentioned in this blog:)
To find out more about Integrated Sampling or to find out more about this blog, give us a call or drop us an email at the below…
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Tel: 07977 148 784