Product
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7k
new reviews (with a 4.56-star average rating)
89%
purchase intent rate
52k
increase in marketing opt-ins
About
KIND is a snack bar brand in Mars Wrigley's health and wellness portfolio. They’re known for their commitment to high-quality ingredients and transparent nutritional profiles — helping people snack more wholesomely and mindfully.
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Challenge
Driving awareness and social proof for KIND’s new zero-added-sugar bars
When launching their ZEROg Added Sugar Bars, KIND hoped to drive awareness among consumers who were focused on health as a New Year’s resolution. And they needed to generate authentic reviews in a narrow timeframe — before that interest peaked.
“We saw a unique opportunity in the window between Thanksgiving and Christmas and the fresh energy of the New Year — a perfect time to help people kickstart their health resolutions and introduce them to KIND ZEROg Added Sugar bars when motivation is at its peak,” explains Jennifer Novak, Omnichannel Consultant at KIND.
Given the size of the U.S. market, traditional sampling methods proved cost-prohibitive. They would have had to pay field marketers and would only have been able to give out samples at events.
More importantly, KIND didn’t just want to hand out free samples without a way to gather reviews or track important insights like consumer sentiment.
They needed a solution to support the launch that would deliver:
- Social proof from authentic customer reviews and user-generated content
- Measurable results from the campaign, including purchase intent
- Valuable consumer insights to help inform future campaigns
- Valuable first-party-data
KIND’s UK branch had previously worked with Sampl on successful campaigns. So Jennifer knew Sampl’s focus on consumer data capture and analytics aligned perfectly with KIND’s data-driven approach to marketing. But what really stood out were the ratings and reviews that Sampl gathers as part of the campaigns.
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Solution
Amping up product interest and capturing valuable consumer data
Sampl worked closely with KIND’s team to develop a comprehensive sampling strategy for ZEROg Added Sugar Bars. Despite a tight Q4 timeline, Jennifer praises Sampl’s expert team for remaining responsive and solution-oriented throughout the process.
“Even with the best-laid plans, inevitable challenges can arise, and this test-and-learn offered up its fair share of bumps. The Sampl team was incredibly organized and worked closely with us to iron out any issues quickly. Their outstanding customer service is best-in-class, and I appreciated their commitment to find or create a solution,” Jennifer shares.
The result was a sophisticated sampling programme that fully supported KIND’s product launch with:
- SamplMatch qualification: Using Sampl's filtering technology, KIND’s samples reached consumers who were most likely to provide meaningful feedback, crucial for informing the brand’s marketing efforts surrounding the launch.
- Customised campaign journey: Sampl engaged consumers throughout their sampling experience, gathering insights and encouraging them to make a habit out of this new snack.
- Review generation: Sampl helped KIND gather authentic consumer reviews, which ultimately helped drive more new customers to try KIND’s zero-added-sugar bars during the peak interest in health.
Digital sampling through Sampl allowed KIND to reach significantly more people in less time than field marketing — which was critical given the timeline they were working with.
Jennifer particularly valued Sampl’s analytics platform, which she describes as more robust than others she’s worked with. She could track the campaign in real-time, including seeing Meta spend right in the Sampl dashboard.
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Results
Achieving a 4.56-star rating before the product launch
With Sampl, KIND’s campaign delivered impressive results for the launch of their ZEROg Added Sugar Bars. They generated valuable social proof and created awareness for a new product while also building buzz during a critical sales window.
This led to impressive results across all key performance indicators, including:
- 7k new reviews (with a 4.56-star average rating)
- 89% purchase intent rate
- 52k increase in marketing opt-ins
What’s more, the campaign gave KIND valuable insight into consumer sentiment, which can be used in future marketing efforts.
The success of this campaign has led KIND to start planning additional programmes with Sampl, transforming what began as a test-and-learn initiative into a strategic partnership.
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