SOCIAL SAMPLING CAMPAIGN + BRAND TO HAND SAMPLING
Nucao is a vegan chocolate bar originally developed in Germany..
The nu+ company is determined to provide delicious snacks that are cruelty-free, offer less sugar, no plastic and a healthier lifestyle.
Having secured a listing as within Sainsbury’s Future Brands the brand approached Flavor. with task of driving awareness, maximising the Rate of Sale in key stores as well as drive awareness, brand perception + social chatter amongst the Sainsbury’s audience, to ensure the listing in Sainsbury’s to continue and increase..
Nucao needed to target ABC1 18-35 consumers who had an interest in Snacking, Health & Wellness, vegan/veggie/flexitarian cuisine and were likely to shop in key Sainsbury’s stores.
Flavor. used a combination of TGI, Acorn, proprietary data and audience profiling tools to identify hot-spots of Nucao’s audience throughout the UK. This was cross-correlated with store data to identify 25 key Sainsbury’s stores as the optimal focus for the social activity.
Social ad tools were used to target the audience precisely based on demographics, likes + interests, and proximity to the three key stores. For Nucao’s brand-to-hand campaign, the target consumer were those who were vegan and had a keen interest in sustainability – the primary focus of location being close to Holland and Barrett stores in London.
The targeting identified a potential 6,100,000 relevant and engaged audience.
Flavor. designed, created and ran targeted social adverts and served them to Nucao’s audience – giving them a chance to claim a free sample of 2 x bars. Data was captured and samples were sent directly to the consumers’ homes for them to enjoy, along with a discount coupon for a future purchase.
Follow up emails were sent to all claimants to encourage social engagement + drive sales through Sainsbury’s stores.
The Social ad reached a hyper-targeted audience of over 19,000, with 4,312 Samples distributed to consumers’ homes.
Guerrilla Sampling was thrown into the mix, activating closely near Holland and Barrett stores in London that had high footfall rates. 5,184 samples of the Nucao bars and leaflets were distributed in total to the public. The brand ambassador team on-site delivered product information to the public whilst representing and advising the product on where it can be purchased.
MEASUREMENT + RESULTS
Flavor’s integrated measurement ran throughout the campaign to provide insight on Awareness, Perception, Recommendation, Net Promoter \Score + Sales Uplift.
Social Sampling Results
- Over 3,360 Sales created directly
- 2:1 Return on Investment
- 67% Likelihood to Purchase in the future
- 78% Described as Tasty
- 73% Described as Healthy
- 7,987 Recommendations made
- 480% Increase in Net Promoter Score
Brand to Hand Sampling Results
- 63% Post Trial Recommendation Rate
- More than £30K Total Expected Sales Revenue
- 52% Likelihood to Purchase Rate
- 8.4 out of 10 Average Product Rating
- 75% Rated Tasty
- 61% Rated Healthy
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…
Email: [email protected]
Tel: 07977 148 784