Digital Product Sampling
Healthcare & Pharmaceuticals
June-October 2021
No Tobacco Day Sampling by Nicotex
Launched on World No Tobacco Day, the Nicotex Campaign in India utilized digital sampling to promote smoking cessation and engage moderate smokers.
Client
Sampling Partner
Unique Customers Reached
03+ Million
Purchase Intent
23%
Introduction
The Cipla Nicotex product sampling campaign leveraged digital tools to target moderate smokers across India, particularly focusing on Uttar Pradesh, introducing them to Nicotex as an effective nicotine replacement therapy and encouraging smoking reduction.
"Through targeted and engaging digital interventions, we have moved a step closer to creating a smoke-free environment, encouraging smokers to take positive action towards quitting."
Konark Sharma
CEO, FreeStand Sampling Solutions
Challenges and Opportunities
The challenge was to effectively reach and engage a specific demographic of moderate smokers across diverse geographic and linguistic backgrounds in India, ensuring high interaction rates and product sample claims.
Reaching a vast number of moderate smokers across a diverse country like India posed significant challenges in targeting, logistics, and engagement.
Campaign Strategy
The objective was to increase the awareness of Nicotex as an effective solution for quitting smoking, to encourage trial through product samples, and ultimately drive purchase intents among targeted users.
Nicotex wanted to assist smokers in reducing their smoking habits through targeted digital interactions and the distribution of Nicotex samples, ultimately encouraging smoking cessation.
The Journey
The campaign leveraged a blend of digital advertising, precise targeting, and engaging content via automated chatbots to facilitate direct interaction with potential customers. This approach was designed to qualify and convert individuals based on their smoking habits and readiness to quit.
Implementation
Digital Ads: Targeted ads reached over 33 million people, focusing on moderate smokers.
Chatbots: Implemented on platforms like WhatsApp to qualify users and facilitate sample claims. To make sure we catered to the Indian audience properly and penetrate the demographic deeply we created multi-lingual chatbots. We interacted with over 23 Thousand unique users on these chatbots
Sampling Platform: Managed logistics from sample claim validation to doorstep delivery and feedback collection.
Capturing automatic feedback to gauge product experience and intent to purchase, after a given 'delight window.'
Post campaign analysis
Analysis showed a substantial reach with over 3.3 million unique individuals, generating high engagement rates and positive feedback. The campaign successfully navigated challenges such as linguistic diversity and geographical distribution, particularly in Uttar Pradesh, which required specific adjustments in strategy. We also provided the brand with GeoAnalysis City-Wise and PIN-codes with the Best Performing Cities according to the number of samples claimed.
Engagement: Over 23,000 individuals interacted with the chatbot system.
Feedback: High feedback rate with actionable insights into consumer behavior and product efficacy. We captured 27% of sample recipients provided feedback. 18% Out of these feedback were the rating of 4 stars or higher.
Purchase Intent: Significant expression of purchase intent indicating a successful introduction to the product. There was a 23% purchase intent captured by FreeStand through this costumer product sampling campaign for Cipla's Nicotex.
Claimant analysis: We provided the brand with the customer insights according to the sample claimant interaction. For example Almost 56% females claimed a Nicotex sample for their loved one, whereas 75% of men claimed the sample for themselves.
Conclusion
The Nicotex campaign demonstrated the effectiveness of a well-strategized digital sampling approach in a complex market like India.
Despite some challenges in targeting and engagement due to regional diversities, the campaign achieved significant milestones in consumer reach, engagement, and conversion, highlighting the potential of digital tools in health-related behavioral change campaigns. The insights gathered also offer valuable lessons for future campaigns to refine targeting and messaging strategies to enhance user experience and outcome effectiveness.
The Nicotex digital sampling campaign marked a significant advancement in digital health campaigns, effectively targeting and engaging the intended demographic, facilitating smoking cessation, and setting a new standard for health-focused marketing initiatives.
