Digital Product Sampling
Beverages - Specialized Health-focused Alkaline Water
January 2020
Evocus Black Alkaline Water Sampling
Evocus H2O launched its Black Alkaline Water, enriched with 70+ minerals, in Delhi and Gurgaon, using digital sampling to educate and engage high-end consumers.
Client
Sampling Partner
Unique Customers Reached
01+ Million
Purchase Intent
71%
Introduction
Evocus H2O embarked on a transformative journey to introduce its unique black alkaline water to a niche market segment. This health product promised not just superior hydration but also a suite of health benefits including detoxification, enhanced metabolism, and increased alertness.
Evocus H2O introduced its innovative Black Alkaline Water in Delhi and Gurgaon through a full-funnel digital sampling campaign, focusing on educating consumers and driving engagement via a luxury health product enriched with over 70 minerals.
"FreeStand sampling is the future of brand launches. Products like ours can really benefit from working with them. We got to sample to our targeted customers, capture their feedback, and drive customer traction."
Zulkarnain Shaikh
Sr. Digital Marketing Manager, EVOCUS H2O
Challenges and Opportunities
The primary challenge was introducing a novel product — Alkaline Water; black colored water — which could potentially meet consumer skepticism. Digital sampling was chosen as the strategy to overcome this barrier by allowing consumers to physically experience the product's benefits, thus building trust and encouraging word-of-mouth promotion.
The challenge was to introduce and differentiate a new luxury health product in a competitive market, emphasising its unique benefits while ensuring high consumer engagement and conversion.
Campaign Strategy
The objective was to successfully launch Evocus H2O in the market, increase product consideration among targeted consumers, and drive them through the marketing funnel from awareness to purchase.
The campaign aimed to create awareness, educate the market about the benefits of alkaline water, and generate high purchase intent through direct experience. The end goal was to establish Evocus H2O as a must-have product for health-conscious consumers.
The Journey
The campaign strategically targeted affluent consumers with high purchasing power through digital consumer targeting, leveraging social media ads designed around the product's key health benefits.
The journey began with targeted social media advertisements that emphasized the product’s health benefits. Following digital engagements, interested consumers were funneled through a chatbot that qualified their interest and managed logistical details like address and pincode validation for sample delivery.
Implementation
Targeting and Ads: Utilized demographic and geographic targeting on social media platforms to attract an affluent, health-oriented audience. Focused on demographic-specific targeting using chatbot filters to manage interactions based on consumer profiles and intended pin codes.
Chatbot Integration: Developed a sophisticated chatbot flow to educate, engage, and filter consumers, ensuring that samples reached the intended audience.
Consumer Education: Through chatbots, consumers were educated about the benefits of alkaline water and the unique properties of Evocus H2O.
Sample Distribution and Feedback: Managed efficient delivery of product samples to qualified leads, complemented by follow-up through digital channels to capture feedback and purchase intent, enhancing consumer experience and gathering valuable insights.
Post campaign analysis
Engagement Metrics: High engagement rates were observed with substantial educational impact regarding the health benefits of the product.
Feedback: 51% sample recipients provided feedback.
Purchase Intent: A significant majority, 71% of the sample claimants showed intent to purchase, particularly the subscription plans.
Long Term Buyers: The brand generated, 69.6% intent from the claimants for their subscription plan which included pack of 24 bottles on a monthly basis
ROI for the Brand: The brand through this product sampling campaign was able to generate a ROI of 134%!!!
Conclusion
The Evocus H2O digital sampling campaign effectively introduced Black Alkaline Water to the targeted markets, achieving impressive engagement and high purchase intent. The campaign not only established Evocus as a noteworthy player in the luxury health supplement industry but also set a strong foundation for future marketing efforts and product loyalty.
The campaign exemplifies the effectiveness of digital sampling in launching innovative products. By allowing consumers to experience the product firsthand, Evocus not only overcame initial skepticism but also built a foundation of trust and loyalty among its target demographics.
