This is the most valuable tool for launching new products with consumers who are excited to try new products. Social Nature helps people break out of their habits and try new things.
Impact at a glance
Dr. Praeger’s tapped into the Social Nature community to launch two new products: the Perfect Turk’y Burger and Perfect Sliders. Three months later, they surveyed users who tried their products to measure post-purchase behavior.
Targeting plant-based burger shoppers
Dr. Praeger’s wanted to target shoppers who specifically bought plant-based burgers, rather than users who regularly purchased plant-based dairy products. Users who applied to try the Burger and Sliders free samples filled out a pre-trial survey that provided Dr. Praeger’s with additional data points to qualify their target consumer.
Thousands of reviews. 4.4/5 star product rating.
Dr. Praeger’s e-commerce site had no reviews, but they were able to capture thousands of reviews with an average star rating of 4.4/5. Now prospective customers had the validation they needed to make a purchase in-store or online.
Above average opt-ins to Dr. Praeger’s mailing list
An average of 47% of users who tried Dr. Praeger’s products opted-in to their mailing list to receive communication directly from the brand. This opt-in rate is 57% above the campaign average of 30% opt-in rates. Users truly love Dr. Praeger’s frozen plant-based products and the results of the post-trial survey reinforce consumer interest.
Each new sampling campaign gives Dr. Praeger’s the ability to experiment with different coupon promotions or iterate on another brand’s successful tactics. For example, Dr. Praeger’s is taking some learnings from another client by producing their own coupon booklet.
“We want this coupon booklet and other follow-up promotions to drive velocity at key retailers, encourage repeat purchase, and incentivize trial for other Dr. Praeger’s products,” states Austin.
I appreciate how you turn product sampling into a data collection opportunity.
Austin Allan
