Generating trials or product sampling is one of the fundamental tents of FMCG marketing. Traditionally, companies have relied on promoter led in-store sampling, use of print media, product bundling etc. to achieve this objective. In a shift away from these traditional approaches, Goodness! Beverages, a Bangalore based Ready-To-Drink dairy beverage brand has taken the digital route.
With the millennial and Gen X consumer as it target audience, the recently launched campaign used Facebook as an anchor to serve brand ads with a Call To Action to sign up for a free sample. Within a week, the campaign received over 1000 sign-ups and positive social chatter.
“As a young brand, we are always looking for ideas that help us stand out amongst in the plethora of big money advertising initiatives out there in the market. At the same time, our target consumer group (millennials and Gen X) is digitally native, open to interacting with brands and making product purchase decisions online. We are happy to see positive ROI from the campaign on both quantitative and qualitative parameters” says Lakshmi Dasaka, Co-Founder and Chief Marketing Officer of the company.
“Digital-led sampling is going to be our primary strategy for trial generation. Not only is this cost effective, but also gives us better understanding our consumer, their behavior while adding e-Commerce revenues”, says Chaitanya Chitta, Co-Founder and CEO of Goodness! Beverages.
The brand has plans of taking the campaign to other digital platforms and markets in the next few weeks.