How Brands like Perrier Are Using Digital Engagement To Encourage Product Sampling
Brands are taking a DTC marketing approach to make food and beverage samples accessible to online consumers
Brands are using chatbots and other modes of digital engagement to encourage consumers to sample their products, hoping to drive increased brand awareness of new products and innovative creations.
Retailers are targeting their loyal customers by giving them access to new interactive sampling methods, such as shipping small trials to their door or enabling social media campaigns where participants receive redeem codes for free goods. Here's how three brands are driving engagement off and online with digital-driven sampling:
Alcoholic beverage brand Diageo is using smart speakers in a new campaign that offers audiences samples of Diageo’s vegan Bailey’s Almande. The campaign uses a “send me a sample” application, which will ship a free bottle of Bailey’s Almande to users who link the application to either their Amazon or Google account and verify their shipping address. Whenever someone sees an ad for a brand with the “send me sample” call-to-action, they can use the app to request a sample via their voice assistant.
Snack bar company KIND created a campaign called #kindawesome, an ongoing initiative to encourage people to celebrate acts of kindness. Audiences can pass along a #kindawesome card to people performing kind acts, and then they can use a code on the card to redeem a KIND snack bar via the online website. Then, the recipient receives the snack in the mail with another #kindawesome card to pass along to someone else.
Following the launch of their new flavored sparkling water, Perrier created a creative engagement campaign using Facebook ads that targeted key consumers. Using a Gratafy-powered Messenger bot, Perrier chatted with consumers and helped them add an animated Perrier Flavors filter to their profile image to share on their timeline, which was tagged with #PerrierFlavors. After sharing, users were rewarded with an incentive for showing their flavor inspiration.
These are just a few brands who are bridging the gap between digital and physical engagement with digital-driven sampling. For more examples, download PSFK's Incorporating Flavor Into The Brand Experience Ecosystem report.