Product
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24%
review response rate
88%
purchase intent rate
65%
CRM opt-in rate
€2.09
cost per lead
About
Royal Canin is a globally recognised leader in pet nutrition, specialising in tailored diets for dogs and cats. With decades of research into the specific nutritional needs of pets, the brand is dedicated to improving the health and well-being of pets worldwide. Their science-backed approach focuses on creating precise and effective solutions for pets of all ages, breeds, and lifestyles.
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Challenge
Reaching new pet parents directly
Imagine bringing home a new puppy or kitten. It’s an exciting moment, full of questions about nutrition, health, and care. Royal Canin wanted to be part of that journey—not just by providing high-quality pet food but by building direct relationships with first-time pet owners.
Historically, they relied on breeders, veterinarians, and retailers to distribute samples. But this approach lacked personalisation, made it difficult to track engagement, and didn’t provide valuable first-party data. With Sampl, Royal Canin transformed their approach, using digital sampling to reach the right pet owners with the right message at the right time.
Royal Canin wanted to grow its CRM database, drive product trials, and build personal relationships with new pet owners. But several challenges stood in the way:
- Lack of direct engagement – traditional sampling through breeders and vets didn’t capture customer data or enable follow-ups.
- Strict food safety regulations – compliance made logistics more complex.
- Fragmented supply chains – inefficiencies slowed down distribution.
To scale their efforts across Europe, Royal Canin needed a solution that combined personalisation, efficiency, and measurable results.
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Solution
Engaging new pet owners and driving purchase intent
Royal Canin partnered with Sampl to take a direct-to-consumer approach. Using SamplMatch, they pre-qualified participants, ensuring only first-time kitten and puppy owners received samples. This precision targeting eliminated waste and maximised relevance.
The campaign also captured rich first-party data, including pet name, breed, and age, which was integrated into Royal Canin’s CRM for personalised follow-ups. To expand reach, digital ads on Meta, Google, and Pinterest engaged pet owners, while discount vouchers encouraged trial purchases and provided a clear way to track conversions.
How the strategy worked:
- Reaching the right pet owners – only verified first-time puppy and kitten owners received samples, ensuring relevance and eliminating waste.
- Building lasting customer relationships – captured rich first-party data, including pet name, breed, and age, enabling personalised onboarding and follow-ups.
- Maximising visibility and engagement – digital ads on Meta, Google, and Pinterest targeted high-intent pet owners at the right moment.
- Encouraging trial and repeat purchases – integrated discount vouchers incentivised first purchases and provided trackable conversion insights.
- Optimising performance in real time – live campaign insights enabled media budget shifts, audience refinements, and quick fixes for data validation issues.
This approach created a seamless, data-driven experience for pet owners while delivering measurable business impact.
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Results
Driving 65% CRM opt-ins and 88% purchase intent
Royal Canin’s campaign delivered exceptional results, surpassing all targets.
- 65% CRM opt-in rate (target: 49%)
- 88% purchase intent rate (target: 72%)
- 24% review response rate (target: 10%)
- €2.09 cost per lead
These results highlight the power of precision sampling. By reaching the right pet owners, Royal Canin not only built its CRM database but also saw strong purchase intent and high engagement levels.
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Insights
What pet brands can learn
This campaign proves that precision and personalisation in sampling can drive meaningful business outcomes. For pet brands looking to engage new customers, the key lies in targeting the right audience, capturing actionable data, and optimising in real time.
Brands that rely on traditional sampling methods risk missing out on valuable customer insights and relationship-building opportunities. Digital sampling, when executed strategically, can transform how brands engage new pet owners and measure success.
Following this success, Royal Canin is expanding its sampling programme across Europe, with further campaigns launching in Germany and Austria.
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