Product
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93%
New to brand
800+
Reviews captured
88%
Recommend the product
The challenge
Ueshima Coffee Co. (UCC), a renowned Japanese coffee brand, sought to introduce their instant coffee bags to the UK market. Despite the product's popularity in Japan, UK consumers were largely unfamiliar with coffee bags. The primary challenges included:
- Educating consumers about the novel product format
- Converting users from competing coffee products
- Establishing a clear post-trial purchase pathway
The solution
To address these challenges, UCC partnered with Sampl to develop a targeted sampling campaign aimed at educating and engaging potential customers.
Targeted Sampling
Leveraging Facebook's advertising platform, the campaign targeted individuals who had previously engaged with coffee-related content and demonstrated a propensity to shop at Waitrose. This approach ensured that samples reached well-qualified consumers.
Consumer Education
Each sample was accompanied by educational content detailing the brewing process for coffee bags. This step was crucial in familiarising consumers with the product and encouraging correct usage.
Post-Trial Engagement
To maintain engagement post-trial, the campaign included multiple touchpoints:
- Encouraging consumers to leave reviews
- Providing information on where to purchase the product, utilising NearStore to highlight local retailer availability
The results
The campaign yielded impressive results:
- 93% of consumers were new to the Ueshima brand
- 61% had never purchased instant coffee bags before
- 90% of intended to purchase in the future
- 92% of users of competing brands intended to switch to Ueshima
Key Metrics
- 47% of participants opted in for future marketing communications
- Over 800 reviews were captured
- 88% of participants stated they would recommend the product
Conclusion
This case study demonstrates the effectiveness of targeted sampling and consumer education in launching new products in unfamiliar markets. By engaging potential customers with trial and providing clear pathways to purchase, brands can successfully introduce innovative products and convert users from competing brands.
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