Digital Product Sampling
Energy Drinks
August 2019
MTV Up Campaign for driving UGC
The MTV-UP campaign in Delhi introduced a new energy drink through digital product sampling, offering personalized interactions and direct delivery for a memorable brand experience.
Client
Sampling Partner
Purchase Action
74.4%
Total number of Claimaints
9,655
Introduction
The MTV-UP campaign was designed to launch and position a new energy drink in the bustling metropolitan area of Delhi. The campaign focused on engaging a youthful audience with high energy lifestyles through targeted digital channels.
"Executing a campaign that is entirely consent based marketing oriented helps capture consumer curiosity and intent in a much better way."
Freestand Team
Challenges and Opportunities
MTV-UP faced the challenge of entering a competitive market dominated by established brands. Sampling was chosen to overcome skepticism about energy drinks and directly demonstrate the product's unique attributes and taste to potential customers. The challenge was to effectively introduce a new energy drink in a highly competitive market and convert initial product trials into lasting consumer relationships.
Campaign Strategy
The campaign aimed to establish MTV-UP as a preferred energy drink among young consumers by increasing brand awareness, convert skeptics into loyal customers, fostering initial trials, and converting these into sustained purchases.
The Journey
MTV-UP's journey involved intricate planning and execution of a digital campaign that targeted young, active individuals likely to consume energy drinks, focusing on engaging these potential customers through customized content and interactions.
The campaign journey involved strategic planning around the creation of engaging digital content, targeted social media advertisements, and the use of chatbots for efficient consumer interaction and sample distribution.
Implementation
Customized Ad Designs and Messaging: Tailored to resonate with young consumers' values and lifestyles. Developed compelling ad creatives that resonated with the young audience and deployed these across social media platforms.
Interactive Platforms: Utilized chatbots for sample sign-ups and consumer education. Utilized chatbots to handle consumer interactions, gather first party data of the brand's customer base, and manage expectations.
Product Distribution: Partnered with a reliable delivery service to ensure prompt and professional sample delivery.
Social Media Integration: Leveraged platforms like Facebook and Instagram for outreach and engagement.
Post campaign analysis
The campaign reached over 900,000 individuals with direct interactions averaging nearly 4 minutes, demonstrating high consumer engagement and significant brand penetration.
Engagement and Reach:
Direct Engagement: Engaged 9,655 individuals directly through sampling.
Broader Outreach: Reached 19,44,480 people via social media advertising.
Interaction Duration: Average interaction time was nearly 4 minutes, indicating strong consumer engagement.
Consumer Feedback and Trust:
Feedback Rate: 51% of sample recipients provided feedback.
Purchase Intent: 71% of feedback participants expressed intent to purchase, reflecting positive product reception.
Conversion Metrics:
High Conversion Rate: 74.4% of those who liked the product proceeded to purchase, showcasing effective conversion from trial to sales.
Geographical Impact and Consumer Insights:
Key Areas: South West Delhi and Central Delhi saw the highest engagement and conversions, identifying them as prime markets.
Demographic Insights: Gained insights into consumption frequency and demographic preferences, aiding future targeting.
Sales and ROI:
Immediate Sales: Generated substantial immediate sales from the campaign.
Long-Term ROI: High potential for long-term returns highlighted by consumer interest in subscription plans.
User-Generated Content and Community Building:
UGC Impact: Significant brand visibility boost from user-generated content.
Community Development: Built a strong community around the brand on social media, providing a platform for sustained engagement.
Conclusion
MTV-UP's campaign successfully introduced its energy drink to the Delhi market, achieving substantial consumer engagement and high conversion rates, which set a solid foundation for future market expansion and brand loyalty initiatives.
The campaign showcased the power of direct-to-consumer digital sampling in building brand awareness and converting potential customers into actual buyers. By directly addressing consumer needs and breaking down misconceptions about energy drinks, the campaign not only boosted sales but also established MTV-UP as a credible and liked brand in the energy drink sector.
