Unique Customers Reached
100,251
Purchase Intent
18%
Introduction
Gran's Goodness embarked on a strategic initiative to introduce their Chocolate Cake Premix to the health-conscious demographic. By incorporating millet and excluding gluten, the product promised a delicious yet healthier alternative to traditional baking mixes.
"Our campaign demonstrated the power of aligning product benefits with consumer health preferences, driving both engagement and a stronger inclination to purchase."
Konark Sharma
CEO, FreeStand
Challenges and Opportunities
The primary challenge was to break the stereotype associated with healthy baking products lacking in taste and appeal. The main challenge was breaking into a competitive food market with a new, healthy alternative that needed to be positioned as both desirable and accessible to the target demographic.
Sampling was chosen as the strategy to directly demonstrate the quality and taste of the premix, ensuring consumers could experience the product firsthand, thereby eliminating doubts and stimulating interest.
Campaign Strategy
The objective was to introduce the Chocolate Cake Premix to a health-conscious market, drive product trials, and establish a strong brand presence in the premium segments of Delhi NCR. The campaign aimed to generate widespread awareness, educate the target market about the benefits of millet-based products, and drive engagement through product trials, with the ultimate objective of converting trials into actual purchases.
The Journey
The journey began with the creation of a targeted digital strategy that pinpointed potential customers based on their lifestyle and preferences. A specially designed chatbot was used to engage users, qualify their interest, and seamlessly offer them a sample of the premix, ensuring a high-quality interaction that reflected the brand's innovative ethos.
Implementation
The implementation involved:
Developing targeted ad creatives and strategic media placements to reach cooking enthusiasts and health-conscious consumers.
Deploying a conversational chatbot to manage interactions, which educated consumers about the product while capturing their details for sample delivery.
Coordinating logistics to deliver samples directly to consumers’ doorsteps, followed by automated feedback collection to gauge satisfaction and gather insights.
Post campaign analysis
Engagement Insights: Engaged 2,333 unique individuals with an average chat duration of 2 minutes and 46 seconds.
Feedback Rate: Achieved a 33% feedback rate from those who received the samples, with 90% of the feedback being 4+ stars, indicating high product satisfaction.
Geoanalytics: Focused analysis on Delhi NCR showed significant engagement and potential for further penetration in the region.
Conclusion
Gran's Goodness successfully launched its Chocolate Cake Premix with a well-executed digital sampling campaign that not only reached but engaged a significant number of targeted consumers, setting a strong foundation for future growth and expansion in the health food sector.
The campaign leveraged digital product sampling to introduce a revolutionary product in a competitive market. The strategic use of technology and targeted marketing not only achieved the campaign's objectives but also set a new standard for product launches in the health-focused food industry.
