HeyHuman has been at the forefront of launching innovative FMCG products and brands, with successful campaigns for the likes of belVita, Green & Blacks, Natures Menu, Oreo and Volvic over the last 18 months alone.
As part of an integrated approach, Sampling is always at the core of our strategy when launching NPD brands. It is often the most influential medium in delivering against KPI’s and providing impressive return on investment.
Below are the 5 reasons why we believe you need effective sampling as part of your next NPD launch campaign:
1. To create understanding of the product, category and consumption occasion
Innovation teams are creating these products to drive growth with an identified category or a specific trend (i.e. Health & Wellbeing). This means that to successfully launch a new product, it is crucial that the consumer understands what the product is actually delivering as well as the occasion that they would consume it.
Sampling is the most effective tool to deliver product education. belVita Good Mornings campaign delivered a 92% brand positivity score and 86% brand recommendation rate.
2. To build trust in your product
Getting the consumer to understand the product is one thing, but getting them to trust in it is another. Few people are willing to stretch out of their normal routine to try new things, and with increasing options for them on supermarket shelves they are most likely to reach for a product that they trust will taste good and deliver against their needs.
Sampling offers the only opportunity for your audience to engage with the product in the real world and experience the taste in an optimised environment that will develop this trust.
HeyHuman use BrainKind Creative developed through our Neuroscience Tools to engage people through Sampling in a way that will drive Brand Perception as well as education.
3. To target your audience effectively and minimise wastage
Although there are many sampling campaigns which spread the net widely or rely on the audience demographics supplied from venues and sites, targeting specific audiences through sampling can be very scientific.
At HeyHuman we use a combination of TGI and Acorn data along with proprietary insight to geotarget where the audience are, as well as when they will be most receptive to a sampling message. We cross correlate this data with where they are most likely to go onto purchase to plan an effective sampling campaign with minimum wastage and maximum ROI.
4. To maximise reach through User Generated Content
Efficiently planned sampling campaigns can deliver extremely effective CPI and reach, often dipping below 70p cost per sample. However, through ‘Creative Sampling’ there is also the opportunity to develop sampling experiences that create engaging content which empower people to share the content, reaching a far wider audience.
A great example of this is HeyHuman’s Oreo Slide that created over 1 million social posts that reached over 47 million people in total, whilst handing out 55,000 samples.
5. To measure success by engaging with your audience in the real world
As sampling is in a real world setting, engaging with specific people, it is extremely measurable. By engaging with individuals, We can find out what they actually went on to do after their experience. This allows us to gain deep insight through measurement that includes Brand Perception, Recommendation Rate, Likelihood to Purchase, Purchase Velocity and NPS.
Effective sampling campaigns can deliver impressive ROI. HeyHuman generated £1.23 for every £1 spent for belVita, and a 51% increase in net revenue per pound spent versus previous years.
If you would like to discuss how Sampling can drive the success of your next NPD, get in touch to arrange a free consultation.